Note: This post has been updated on February 7 to include the information about Vision Pro’s launch.
On February 2, 2024, Apple’s highly aniticipated Vision Pro mixed reality “spatial computing” headset finally made its way into the hands of the users. As the reviews pour in, we share the perspectives of our product strategists Ante and Zach, who commented on Apple’s revolutionary product back when it was first announced on WWDC23.
Just like the original announcement sparked excitement and applause among many supporters while leaving others underwhelmed, our strategists had opposite opinions on this new immersive piece of technology.
But first, 12 fast facts about Apple Vision Pro
- The Vision Pro is priced at $3,499 and is available for purchase from February 2024
- Apple’s VisionOS is powered by the same M2 processor used in its Mac products
- Apple Vision Pro utilizes input from 12 cameras, six microphones, and five sensors (including LiDAR)
- Apple has designed a companion chip, the R1, to process multi-modal sensor data
- Latency is as low as 12 milliseconds
- Apple Vision Pro is the first VR headset with “eyesight” or passthrough eyes, enabling users to interact more naturally while wearing the device
- It is also the first VR headset without controllers, fully enabled by gestures and eye movements
- The inclusion of a 3D camera allows users to experience memories spatially
- Additionally, it is the first VR headset to show the user’s full face in a video call, showcasing their complete persona
- The device utilizes passthrough to display AR/MR content, similar to Meta Quest Pro
- It features a digital crown for adjusting immersion degrees and seamlessly switching between VR and AR/MR
- It is compatible with many customized iOS apps available today
Why Product Strategist Ante thinks Apple Vision Pro is doomed
1
Lack of attractiveness
iPod, iPad, iPhone, AirPods, and Apple Watch were all aesthetically appealing and exuded high status and intelligence. In contrast, Apple Vision Pro lacks that attractiveness. When wearing it, users resemble entry-level human batteries ready to be submerged in Matrix pods. Apple isn’t leveraging its strengths here.
2
Tech-oriented, not user-driven
Vision Pro is a remarkable piece of hardware built upon thousands of patents and powered by two new chips working in tandem. However, there hasn’t been a significant demand for it. Putting on fancy goggles doesn’t solve any major customer problems. While there are specific use cases, they cater to niche markets, such as telesurgery. It’s unlikely that Apple can sell millions of Vision Pros to surgeons alone.
3
Budget-unfriendly
With a price tag of $3,500, Vision Pro falls outside the “treat yourself” budget. It won’t become the next essential device for everyone. It will remain a luxury item for the wealthy. Apple has excelled at designing and manufacturing products that are affordable for the masses. However, with such a hefty price, Vision Pro feels more like an investment than an accessible device.
4
Limited app availability
Designing, developing, and testing mobile apps is already a complex and expensive process. Now imagine the additional complexity of creating “spatial computing” apps. How does one even conduct quality assurance for those? Apple’s App Store is its cash cow. Without a significant user base, an App Store for spatial apps won’t emerge, resulting in limited app availability.
5
Societal and regulatory pressures
Screens have had detrimental effects on society, evident in increased depression rates and heightened polarization. Regulators worldwide have been quick to impose fines and enact restrictive legislation. Introducing a device that completely disconnects users from their real-life social circles may attract additional scrutiny. This could lead to an AR/VR device tax akin to taxes on tobacco or alcohol.
Reasons Product Strategist Zach thinks Vision Pro is a game-changer
1
Vast and verified opportunity
As the world’s most valuable company, Apple dominates across all sectors. With a proven track record of success, they don’t make bets like these without extensive research. Meta, a world leader in the field, holds a strong position as well, boasting ownership of Instagram, Facebook, WhatsApp, Oculus, and Messenger.
When Meta (formerly Facebook) rolled out the Quest Pro VR headset in October 2022 after a costly rebranding effort in 2021, they focused on acquisitions in augmented, virtual, and mixed reality, covering both hardware and software. According to the New York Times, Meta invested a staggering $10 billion in the Metaverse in 2021! In Q1 2022, the market experienced 240% growth, with Meta holding a 90% share, according to IDC.
Although Meta currently leads the VR space, Apple’s entry suggests a substantial and achievable market opportunity for the hardware giant. It also demonstrates Apple’s competitive stance against companies like Facebook, which faces threats due to Apple’s longstanding policy of charging developers a 30% commission on all sales and in-app purchases made through the platform, closed architecture design, and updated privacy policy.
2
Platforms are leading the way – not consumers
Platform companies like Apple and Android exert significant influence over the application market, enabling tech platforms such as Airbnb, Facebook, Discord, and Slack to reach a broader customer base. Without the app store and native mobile capabilities, these advancements would not have progressed as rapidly or achieved the same level of quality or adoption.
Mobile platforms like Apple and Android shape the fate of the companies and talent developing on top of them. While consumers have some influence, companies with access to user data, like Apple, gain insights and understand needs long before consumers even realize them. Additionally, these companies have the financial resources to invest in future research and development. It’s time to embrace change and recognize its inevitability.
3
The inventor vs. the innovator misconception
Apple is often recognized as one of the world’s most innovative companies. But take a closer look, and you’ll notice that their success lies in refining and commercializing inventions from other companies.
The iPhone wasn’t the first smartphone, yet it controls 92% of the global smartphone market’s profits. The Apple Watch was not the first smartwatch either, as Android fans are quick to point out. However, within one-quarter of its release, it reduced Samsung’s global market share of smartwatches from 74% to 8%.!
The theory of the “first mover advantage” established in the early days of the tech industry in the 1980s was largely discredited by Peter Golder and Gerard Tellis at USC in 1993. They discovered that nearly half of the pioneering companies fail, and those that succeed generally have lower average market shares compared to later entrants.
4
The rise of the phytigal world
Consumers consistently prefer faster download speeds, higher data rates, improved resolution, enhanced personalization, and extended capabilities within their user experiences. Spatial computing, or 3D, enables the realization of these preferences.
Interfaces of the future will likely employ multi-modal search capabilities, including automatic speech recognition, audio and gesture-enabled commands, and highly personalized queries. This doesn’t mean that traditional 2D interfaces with clicks and swipes will disappear; rather, they will be augmented by simpler, more accessible, and intuitive behaviors.
Screens will become more discreet and embedded within the physical world, giving rise to the phygital realm (e.g., wearables). AR/VR represents the natural progression in human-computer interfacing, enabling a more immersive presence and versatile behaviors and tasks. This shift will continue to gain market share over traditional 2D screens and content.
Don’t lose sight of this emerging technology
While the Apple Vision Pro release may not ignite the same immediate frenzy as Microsoft’s iconic 32-bit OS launch in 1995 or the groundbreaking introduction of the iPhone in 2007, make no mistake – this is a game-changer.
Whether your Apple Vision Pro lenses are rose-colored or not, Apple has never been short on vision and spectacle(s). The Vision Pro is no exception, ushering in a new era of XR applications and solutions that have the potential to revolutionize how we perceive and interact with technology. Eyes wide open!
