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The Hustle

If you woke up wondering how ancient Romans managed to get their armpits so very hairless, we got you. Archaeologists digging up Wroxeter, a Roman city in England, uncovered 50+ tweezers dating between the 2nd and 4th century — the tools, they say, were used for underarm grooming, marking some of the earliest manscaping on record.

In today’s email:

  • Apple of our eyes: What you need to know about Vision Pro.
  • Vita Coco: Trying their damnedest to get everyone drinking coconut water.
  • Center of gravity: Space Camp’s bigger than ever.
  • Around the Web: The first drive-in theater, number-sequence nirvana, proof you’re kinda old, and more.

👇 Listen: We break down — what else? — Apple’s heady moves.

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The Big Idea
Vision Pro

Why Apple is betting big on Vision Pro: Because it can

The promise has been the same for more than a decade: Once augmented reality devices truly arrive, the world will never be the same.

A parade of contenders, from Google Glass to Meta’s Oculus, has changed the world, technically — but only in that a few million shelves have one extra thing sitting on them collecting dust.

How will Apple fare differently?

Vision Pro, unveiled yesterday, is Apple’s entry into the “spatial computing” derby, and it surely has some things going for it:

  • The tech is impressive — the display alone has “more pixels than a 4K TV for each eye.”
  • In a world full of lonely people, it adds dynamism to an empty room. Vision Pro will host hyper-immersive entertainment, capture vivid 3D memories, and facilitate “life-size” conversations via FaceTime.

It’s got plenty going against it, too:

  • Vision Pro makes strides in blending digital worlds with physical spaces, but that has its limits; the EyeSight feature that reveals (an approximation of) wearers’ eyes when someone approaches feels… unsettling.
  • At the end of the day, they’re asking people to wear oddball ski goggles all day — and often while being quite tethered (batteries have about two hours of juice before needing a plug-in).

And then there’s that price tag…

… Vision Pro will debut “early next year” with a $3.5k+ premium — and that’s pre-AppleCare.

Apple knows that’s steep and seemingly plans to be patient with its new category. Sales expectations for Vision Pro are relatively modest; it projects ~900k units sold in its first year, per Bloomberg.

This means Apple’s most important words…

… were actually “Feels like magic.”

The phrase, appearing multiple times in its keynote, drives Apple’s immediate takeaway message: that, others’ AI advances be damned, it’s still the tech king. That it sets the pace of innovation and can capture imagination unlike any other company.

Apple’s path to victory with Vision Pro may be, appropriately, that strong optics matter most.

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eyeball wearing a hat

Poker pro Tom Dwan won $3m+ last week in the Hustler Casino Live’s Million Dollar Game — the largest pot in televised poker history, which dates back to the ‘70s.


TodAI in AI: One thing AI can never replace? The cranky old man. Don McLean, the 77-year-old “American Pie” singer, has an optimistic view of AI — by way of an irritable view on current music: “I don’t think a computer could possibly make worse music than what I hear on the radio today.”

Meanwhile, a new report found that, of the 80k+ US-based jobs cut in May, 3.9k were due to AI.

Update: 100+ subreddits are shutting down between June 12 and 14 in protest of Reddit’s new API fees. Read our previous coverage here.

England plans to launch its first universal basic income pilot to study the difference between 30 participants who receive ~$2k/month and a separate group that receives no money.

Gross sales: Twitter’s got some bleak sales — its US ad revenue for April was down 59% YoY, per NYT — and a just-as-bleak sales forecast, with ad revenue projected to remain down 56%+ each week of this month.

Exchange blows: The US government is going after Binance, the world’s largest crypto exchange, for “blatant disregard” of investor-protection laws. The SEC filed suit against Binance yesterday, and yikes — this story’s just getting started.

Spotify will cut 200 jobs — just months after shedding 6% of its workforce — and combine Parcast and Gimlet, two podcast studios it dropped $330m+ to acquire in 2019.

Also making cuts: ZipRecruiter — the job search site will say goodbye to 20% of its staff by the end of June — and ESPN, which is expected to dismiss some on-air personalities this month.

Conversion checklist: We bundled up form-building best practices, a trusty checklist, and five top-converting frameworks in this ultimate guide to web forms. Godspeed on growth.


Want to hold yourself and your team to a higher standard? That means taking accountability, and it’s easier said than done. Here’s how to create accountability and reach your goals.

Liquid gold
Vita Coco stock
Singdhi Sokpo

Coconut water quenching investors’ thirst for gains

“Vita Coco, like many great adventures, began in a bar.”

The line — a ray of light in a dense 218-page 2021 IPO filing — comes from the Vita Coco Co. co-founder (“coco-founder”?) Mike Kirban, who explains how the idea for Vita Coco was planted.

  • Kirban and friend Ira Liran met two Brazilian women at a bar in 2003.
  • In brief, Liran married one of them and moved to Brazil. Kirban visited Liran, Liran had Kirban drink a coconut, and Kirban liked it; the duo admired coconut water’s popularity in Brazil, said something like, “Let’s do this in America,” and, for brevity’s sake, boom.

Cracking open revenue streams

The $1.5B Vita Coco brand now holds 50%+ of the US coconut water market, according to Food Dive, with net sales up 13% last year to $427.8m, and its stock up 90%+ since that 2021 IPO.

The company now hopes to follow Ocean Spray’s playbook, leaning in to its potential as a cocktail mixer to expand its presence in bars, restaurants, clubs, and — through a canned cocktail partnership with Captain Morgan — liquor aisles.

Vita Coco is already shelling out strong growth stats:

  • The company says it’s already in 11% of US homes.
  • Relative Google search interest in coconut water is nearing all-time highs.
  • The brand has nearly as many TikTok followers as Coca-Cola — with even more likes.

BTW: Growing up dyslexic, Kirban’s teachers once told him he wouldn’t get a job if he couldn’t read. As he wrote in Vita Coco’s IPO filing, “If only my teachers could see me now!”

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Free Resource

INBOUND is coming back to Boston

Yuuup, we’re running back the business banger of the year.

This year’s all-star lineup of 200+ speakers features iconic entrepreneurs from Hollywood (Reese Witherspoon), the baseball HOF (Derek Jeter), Big Tech (duh), neuroscience Twitter (Andrew Huberman), and more scintillating industries. Want to buy a ticket?

It ain’t the round to miss INBOUND. Also, our copywriter went to last year’s party and didn’t even make it to the bar. It was that good.

Every one of youse is invited to listen in on inspiring sessions and network with some legends. Hope to see you there. 🧡

Join us at INBOUND! →
Need Space?
Space Camp

Fixing your childhood starts at $216/day

There are two kinds of adults: those who attended Space Camp as kids, and those whose brows furrow thinking about how their parents’ negligence cost them the most transformational six days of their lives.

If you aren’t in either of those groups, perhaps you’re just unfamiliar with Space Camp?

  • The flagship program welcomes kids ages 9-11 to the US Space & Rocket Center in Huntsville, Alabama, to train like astronauts.
  • We’re talking: time in moon-gravity chairs, building and launching model rockets, constructing Martian colonies, and simulated International Space Station missions.

If you weren’t already part of the FOMO club, welcome to your new feelings of deprivation.

It doesn’t always have to feel this bad, though

Since the first campers completed their missions back in 1982, Space Camp has graduated 1m+ alumni — including several who became actual astronauts.

But there’s hope for the billions of poor souls on this planet who haven’t been strapped into a multi-axis spinning machine: The camp continues to go full throttle, growing its offerings and its facilities.

  • In May, Space Camp’s new 40.6k-square-foot state-of-the-art operations center opened in Huntsville.
  • Youth programs, which now cover ages 9-18 and also include robotics, cybersecurity, and aviation-training tracks, are priced between $1.5k and $2.5k. Scholarships are also available.
  • Special programs also cater to educators, families, and adults.

“And adults,” you say?

Parental forgiveness’s best friend, Adult Space Academy is a three-day, two-night program that runs May-September.

The experience starts at $649/person, a nightly rate not unlike a high-end hotel. And while you’ll probably have to contend with a long waitlist, a flight suit sure as hell beats a plush bathrobe.

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📽️ On this day: In 1933, the first drive-in movie theater opened in New Jersey.

🧠 That’s cool: Ever come across a number-sequence puzzle you can’t solve? Surely, it’s no match for the Online Encyclopedia of Integer Sequences.

🧓 Haha: A website that puts into perspective just how old you are.

🦛 That’s interesting: Had a 1910 bill not failed, the US could have begun ranching hippos like it does cows.

🐶 Aww: And now, goodnight.

Our AI crystal ball
Hustle staff photo as astronauts

Never too late for Space Camp? That’s great news for us. Hustle staff photo, circa 2080. (Created with Midjourney)


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Today’s email was brought to you by Jacob Cohen and Juliet Bennett Rylah.
Editing by: Ben “In space, no one can hear you scream… but they’ll definitely hear me crying” Berkley.

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