Ever since AR/VR became darlings of the tech industry and buzz words to throw around, all eyes have been on Apple. Would they enter the much-hyped market, and if so, when? Mind you, speculation like this has always surrounded Apple when some new form factor or product category is created with typical headlines either predicting the end of Apple for not having already entered markets like:

• 3D
• Netbooks
• Smart TVs
• Thermostats (think Nest)
• Sub $200 phones
• Sub $200 tablets

or wondering how they might change the landscape. As you can see from that list, Apple never bothered with any of those markets which have all since faded or have been inconsequential to them. Now Shuhei Yoshida, President of Sony’s Worldwide Studios, is taking a crack at when Apple might just enter the market.

In a short (and by short, I mean two question interview) with Shu, Virtual Reality Pop got the following from the PlayStation exec:

 Q: In one sentence, what is your biggest prediction for virtual reality in 2017?

Answer: Apple will announce a VR/AR product.

Q: What is the biggest misconception people have about virtual reality right now?

Answer: 2016 “The Year of VR” did not deliver. 

Much of the speculation comes from a number of patents filed by Apple that revolve around AR/VR, but it’s worth keeping in mind that the Cupertino-based company applies for all sorts of patents that either never materialize into products or are simply incorporated in completely different ways. Those who follow Apple regularly will also be the first to tell you that typically, Apple has no interest in jumping into a market early. Clearly, AR/VR still has a long way to go before the technology matures and consumer interest ramps up. ‘Til then, why bother?

Some would answer that by saying “taking marketshare” but as Apple has proven with things like their music streaming business which is now the world’s second most popular service in just under two years, you don’t have to always be first. In fact, IF there is a viable market for AR/VR, Apple is allowing others like Sony to do the grunt work of creating that market and will jump into it once they see they have something truly different to offer. It’s highly unlikely that Apple would introduce a PlayStation VR-like product to compete with Sony in the gaming space, nor has Facebook with Oculus proven that there’s currently a market for non-entertainment-driven VR content.

As much as I respect Shu, I think he’s either far off with his prediction or that he’s name dropping Apple to leverage their brand prowess in order to drive some needed wind under VR’s wings again. Do you think Shu is right and we’ll see an Apple AR/VR product this year?