This week, Apple is preparing to do what no tech firm has managed yet: make the metaverse cool. Apple is ready to enter its metaverse era, but the rest of the world might not be. Some people think it's unwise to ramp up efforts to push into the metaverse — especially at a time when the metaverse is said to be headed to the industry's graveyard of failed ideas. However, it's also unwise to bet against Apple — a company whose epic feats in tech have earned its leaders cult-like status. It's quick, stylish, and high-tech, Insider's Tim Levin writes, but it falls short in range and cargo space.

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Persons: Hallam Bullock, Tim Cook, Stephen Lam, Insider's Hasan Chowdhury, Apple, it's, Patrick O'Neill, Elizabeth Holmes, Lisa Lake, Theranos, Holmes, Read, Elon, Spriha Srivastava, Gray, Kia, Tim Levin, Kia's, Jack Sommers Organizations: Apple, Developers, Bloomberg, Apple —, Starco Brands, Forbes, Getty, Nvidia, Google, Challenger, Wireless, Amazon Prime Locations: London, Theranos, China, Shanghai