Apple is set to make its Vision Pro headset available to US consumers on Friday, marking a significant test for CEO Tim Cook’s ability to introduce an impressive product that could drive a new phase of growth for the tech giant. This launch is seen as the most significant one for Apple since the debut of the Apple Watch almost a decade ago. It also represents one of the most ambitious projects under Cook’s leadership since he took over the company following the passing of co-founder Steve Jobs in 2011. Marketed as a tool for “mixed reality,” Vision Pro is positioned to revolutionize how millions of people work, communicate, and entertain themselves at home. However, some critics are skeptical about its high initial price and bulky design, suggesting that it may not receive significant attention. Observers are keen to see how Vision Pro performs, as it could significantly influence Cook’s legacy as a leader. Priced at less than $3,500, Vision Pro is seven times more expensive than the latest Meta headset, which was launched at $500. It switches between virtual reality, fully immersing the wearer in a digital world, and a form of “augmented reality” that overlays images on the real world. Analysts are eager to assess its potential to generate revenue of $4 billion, $10 billion, or even $20 billion within five years. Approximately 400,000 units of Vision Pro are expected to be shipped in the first year, translating to around $1.4 billion in sales at lower prices, which is still significantly less than the $200 billion in iPhone sales recorded in the year ending September. The demand for Vision Pro seems strong, with 180,000 units ordered in the first week of January. However, there are concerns that this demand might quickly dissipate once initial enthusiasts make their purchases. Vision Pro offers a range of features that users will find both new and familiar. For instance, by using eye and hand gestures, users can navigate the device, and a button called the “Digital Crown” – similar to the one on the Apple Watch – brings up a home screen with icons similar to those on the iPhone. Users can control the device using voice commands and hand gestures, while pinch gestures act as a “click” button. The device supports the simultaneous opening and placement of multiple screens, much like using multiple monitors on a computer. Users can make the outside world disappear or be hidden from view, although people nearby can still see and move through the virtual barrier. This feature creates the illusion of adding a digital dimension to the environment, as depicted in Apple’s promotional materials, which showcase applications for home entertainment, office setups, and more. Over 300 programmers have developed software mainly for real-time use with Vision Pro, with the largest category being education, service, and business applications. This indicates Apple’s intention to position Vision Pro as a device that goes beyond just entertainment. According to Munster of Deepwater, Apple is not expecting a breakthrough year; rather, they want developers to explore and determine user preferences. He dismissed speculation about a potential cheaper version of Vision Pro being launched later this year as premature. Analysts believe that the next 24 months will be crucial for the development of the Vision Pro app ecosystem. Some content providers, such as Netflix and YouTube, initially declined to offer apps for the device and have limited availability through the browser. However, Apple has been quietly collaborating with software developers to create programs remotely, without the need for a headset, and successfully update them at its software development center. Steve Lee, co-founder and CEO of AmazeVR, which offers immersive concert experiences, indicated that the process of developing an app for Vision Pro took only a few months. He also suggested that Apple is positioning the device for a broader range of activities beyond just sports and fitness. Cortney Harding, founder and CEO of Friends with Holograms, who has previously worked with Meta, expressed skepticism about consumer behavior and the creation of new markets. She emphasized the importance of demonstrating the value of the device to consumers and how it can enhance their lives. According to Aneesh Kulkarni, chief technology officer at VR training company Strivr, Vision Pro represents a significant leap in technology, making the experience of wearing a headset less isolating and opening up new ways to blend the real and virtual worlds. He believes that the hands-free technology and the removal of controllers set a new standard for the device, enabling people to use it in the same way they use a laptop or PC. Despite Meta’s introduction of an experimental “Direct Touch” feature on its devices last year, Kulkarni suggested that Apple is placing its focus on transforming desktop computing into a new way of working.
