Oculus Rift VR headset turns out pricier than expected

Ballparked at $350 by its creators, the consumer version of the Oculus Rift VR headset will in fact be $599. The sticker shock led the company's CEO to do an apologetic AMA on Reddit, where he explained the circumstances and why the earlier price suggestion was made.

Palmer Luckey:

In a September interview, during the Oculus Connect developer conference, I made the infamous roughly in that $350 ballpark, but it will cost more than that quote. As an explanation, not an excuse: During that time, many outlets were repeating the Rift is $1,500! line, and I was frustrated by how many people thought that was the price of the headset itself. My answer was ill-prepared, and mentally, I was contrasting $349 with $1,500, not our internal estimate that hovered close to $599 that is why I said it was in roughly the same ballpark.

Later on, I tried to get across that the Rift would cost more than many expected, in the past two weeks particularly. There are a lot of reasons we did not do a better job of prepping people who already have high-end GPUs, legal, financial, competitive, and otherwise, but to be perfectly honest, our biggest failing was assuming we had been clear enough about setting expectations. Another problem is that people looked at the much less advanced technology in DK2 [Development Kit 2] for $350 and assumed the consumer Rift would cost a similar amount, an assumption that myself (and Oculus) did not do a good job of fixing. I apologize.