After months of anticipation, Apple finally released its pioneering “Vision Pro” high-tech goggles on Monday, which seamlessly blend virtual reality with the real world. Apple plans to offer “augmented reality” and introduce “spatial computing” with its $3,500 device.
Surprisingly, the company avoided using the phrase “virtual reality” in its scripted debut, highlighting the challenges the corporation will likely face in marketing the product to a wider audience.
Virtual reality recently gained interest because of the concept of the metaverse—an immersive online world popularized by science fiction to mainstream audiences during the pandemic. Investors shifted their focus from virtual reality to artificial intelligence, realizing how much technological innovation would be necessary to turn the futuristic vision of this concept into a reality.
In the past, virtual reality offerings including Google Glass, Magic Leap, Microsoft’s HoloLens, and Meta’s Quest Pro have performed poorly commercially or only experienced modest success. As yet, companies have failed to exhibit the indispensable features that virtual reality offers.
Despite analysts’ expectation that Vision Pro, which will become available early next year, may not have significant mainstream appeal—particularly among consumers at first, Apple plans to target early adopters and developers instead of mass-market consumers.
Jeff Fieldhack, a research director at Counterpoint Research, said that Apple would most likely develop a virtual reality product suitable for a broader audience like lightweight glasses if the device lacked mass appeal. “I don’t think Apple has super-huge expectations. They know this is an evolution that’s going to take some time,” he said.
Apple could also become a notable actor in the market of extended reality (XR), a term equivalent to virtual reality, stated Mr. Fieldhack.
‘The best of the best’ is how the Vision Pro will be viewed, predicted Mr. Fieldhack, stressing that the device’s enhanced display quality, resolution, refresh rates, lightweight, and feel would facilitate significantly the current XR challenges.
Despite the probable challenges the Vision Pro will face in the market, Apple enthusiasts attending the company’s annual Worldwide Developers Conference this Monday were excited to take a glimpse of the features of this new virtual reality headset product. Apple executives described using their new VR device as though engaging in “magic” in a pre-recorded session that lasted over two hours, discussing a range of technology products and updates.
Resembling a pair of ski goggles, the headset offers users a three-dimensional interface that enables them to observe their surroundings and virtual reality concurrently, choosing to fortify one mode or obstruct it entirely. The device features the same applications as other Apple devices, such as FaceTime and Safari, with screens that can grow bigger or shrink depending on their users. The device plugs into a battery pack by a cable, supplying two hours of battery life.
Customers can unlock the device by scanning their eyes and use their eyes, voice, and fingers to move displays and open applications without additional hardware. Apple said Vision Pro could serve as an effective tool both for work and entertainment, delivering an impressive sound and visual system akin to a personalized movie theatre.
There is speculation that the Vision Pro device will build on Apple’s growing portfolio of content and feature unique content like films, games, or television programs. Robert A. Iger, Disney’s CEO, made a short appearance, promising to make Disney+ available on the device when it debuts.
Apple also announced several other updates and new products, such as a 15-inch MacBook Air, improved computer chips for desktop computers, operating systems updates for AirPods, watches, and iPhones.
Artificial intelligence was lacking in the company’s announcement. Apple enhanced its Siri voice command system, showcasing features like recognizing family pets in clusters of photos, advanced autocorrect texting, and voice mail with live transcription. However, the company refrained from elaborating on how AI would impact the corporation compared to other technology companies.
