I replied to you you elsewhere in this thread, but they never claimed to be getting 28% CTR. They only claimed that this format performs 28% better than alternatives.

If a different ad format was getting 1% CTR, then a 28% improvement is still only a total 1.28% CTR.

Careful, they didn’t claim to be getting 28% engagement from users… Just that this ad format performs 28% better than other ad types. We have no idea (from this article, at least) what the comparison actually means in real world usage.

I think a key difference is that Apple had a very clear target demographic for the iPad in mind (lightweight laptop / heavy phone users), and then were prepared to see how it evolved on top of that premise.

With the Vision Pro, they haven’t been able to articulate their target userbase at all, and are pretty much relying on the early adopters to help define it for them.

Which isn’t to say it can’t find its place and be successful. But I don’t think it’s anything like Apple’s other product releases at all…

That’s an appealing ‘conspiracy’ angle, and I understand why it might seem juicy and tantalising to onlookers, but that idea doesn’t hold up to any real scrutiny whatsoever.

Why would the Board willingly trash their reputation? Why would they drag the former Twitch CEO through the mud and make him look weak and powerless? Why would they not warn Microsoft and risk damaging that relationship? Why would they let MS strike a tentative agreement with the OpenAI employees that upsets their own staff, only to then undo it?

None of that makes any sense whatsoever from a strategic, corporate “planned” perspective. They are all actions of people who are reacting to things in the heat of the moment and are panicking because they don’t know how it will end.