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The device lets you switch between AR and VR using a dial on the side of the headset, so mixed reality, and folks can also navigate the device without a controller, using eye, head and hand tracking. But Ross, how much do you expect Apple's new headset to move the mixed reality needle out of 10? Ross Benes:. 2 out of 10.

A generation where AI, AR and streaming will be the norm. These Gen Alphas will be born between which years? I'll give you one, it's something and 2025. What year is missing? Gen Alphas will be born between two years, something and 2025. Ross Benes:. It seems like we're coming up with generations quicker now. It wasn't really a whole generation ago that we coined the Gen Z thing.

I totally agree, and I think that's why they're buying some of these other smaller companies to try and get in on that, and they're trying to be cooler, because they're doing NFT stuff and AR, VR stuff. They've had a couple of pop-ups here and there.

We're still waiting for Apple to launch its, what we think is going to be an AR headset this year. So yeah, the most of this... the explosion of growth we're expecting to happen, to Stephanie's point, in a couple of years time.

We didn't have AR/VR back then. But they have moved into that direction. But so ask for three glasses, we'll send them to you. Pick one, send us back the other ones. They really thought through how to remove all the different friction points in this particular area and solve for it in an easy way, using data. And by the way, they also use data, because now we all know they have over 200 stores.

Meanwhile, rivals to the Kindle could emerge, including AR ebooks and e-readers from competitors like Kobo. How does this affect our rating? The possible entry of ByteDance along with cuts to the devices category may weaken Amazon鈥檚 leverage in book publishing.