June 6, 2023 Apple Is Going Big on Pricey Goggles. 6 Key Takeaways. Posted By: ndeeney Apple announced an augmented reality headset for a stunning $3,499—higher than most observers had expected. Keep you sales projections in check. Josh Edelson/AFP/Getty Images As expected, Apple on Monday unveiled its first entry into the augmented-reality market, the Apple Vision Pro. But the specifics provided in the keynote at this year’s Worldwide Developers Conference apparently left investors feeling a little cold.