Here is my continued discomfort with the Apple Vision Pro and how its announcement/roll-out has gone: In every single way, this is a dev kit, which I think is completely valid and is the proper positioning for a device like this at this stage. But Apple, while somewhat positioning it like a dev kit in terms of price/release/how it can be tried out, continues to market this as a direct to consumer device. You cannot be both, and I cannot stress this enough. You cannot be both.