What are the impressions of the Apple Vision Pro, their mixed reality headset?
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The announcement on June 5th triggered a mix of enthusiasm, skepticism, and humorous memes. Many people are impressed by the headset's array of features and its apparent refinement. However, there is also some doubt regarding its high price point and how seamlessly it will integrate into users' everyday routines.
Overall, the introduction of the Apple Vision Pro has certainly created great anticipation and debate about the future of mixed reality and its potential impact on our lives.
Here is the first impression of the announcement
1. They have carefully considered and planned their approach
Apple has been actively working on a virtual reality (VR) or augmented reality (AR) device for quite some time, and there have been persistent speculations within the immersive technology industry that it would be announced soon. However, their approach has been well-thought-out and strategic. During the keynote, Tim Cook created anticipation with the famous "one more thing" phrase and then proceeded to deliver a comprehensive 40-minute presentation highlighting the device's features, details, and potential use cases.
Apple envisions this device as a versatile tool that can either replace or complement traditional devices like Macs, TVs, and phones in various aspects of people's lives. They presented compelling features and clever design choices to support their vision.
One notable advantage that Apple brings to the table, as expected, is its strong relationships with content partners and developers, who have been on board from the beginning. Major media companies such as Disney have already committed to developing content for the device, and communication features will be compatible with popular existing platforms like Teams and Zoom.
It's worth mentioning that the device is still a year away from its release. Since this presentation took place during their Developer's conference, Apple is now actively encouraging developers to create a robust catalog of applications and, ideally, a standout "killer app" by the time of the device's launch. A significant move in this direction is their strategic partnership with Unity, a leading platform for XR (extended reality) content, which will help bring high-quality XR experiences to Vision Pro.
Overall, Apple has approached the development and unveiling of their VR/AR device with careful planning, leveraging their industry connections, and fostering a strong ecosystem of developers and content partners to ensure a successful launch.
2. What about VR
It is remarkable that during the keynote, very little emphasis was placed on displaying 3D content, which has traditionally been a key focus for virtual and augmented reality headsets. Some individuals may have mistakenly concluded that the Apple Vision Pro would not excel in viewing 3D content or gaming based on this limited presentation. However, considering the headset's impressive resolution, CPU/GPU performance, inside-out tracking, and hand tracking capabilities, as well as the quality of the programming platform, it is evident that it will be an outstanding product for virtual reality.
Furthermore, there is a strong indication that third-party companies are already working on developing controllers to enable seamless compatibility with existing content. This suggests that even though 3D content was briefly mentioned during the keynote through examples such as manufacturing project review, AR remote support, and gaming, the Apple Vision Pro has significant potential to deliver an exceptional 3D viewing and gaming experience.
3. Will meta their match
Will Apple's announcement makes Meta shake in their boots? Unlikely. In response to Apple's highly anticipated launch, social media and "metaverse" giants hurriedly revealed their own VR device, the Quest 3, a few days before Apple's conference, rather than waiting for their own annual event in September. While the Quest 3 is an impressive headset with some overlapping functionality, Apple deliberately avoided direct competition in this release. They never mentioned the term "metaverse" or even used "VR" in their presentation. Instead, they emphasized "Spatial Computing" to convey their innovative approach.
Could Apple's product eat into the market of Meta's Quest Pro? Some individuals seeking a premium headset might choose to invest in the Apple product. However, the Quest 2 will likely remain the go-to choice for affordable at-home VR and will probably continue to be the primary option for enterprise teams exploring XR at scale.
Let's also consider the impact on companies like Varjo, a Finnish manufacturer that has been producing high-end, professional mixed-reality headsets since 2019. Varjo's devices offer industry-leading pass-through and features tailored for enterprise use. Although not widely known to the average consumer, their flagship XR-3 headset, priced nearly twice as much as the Apple Vision Pro, is already being utilized by major companies such as Red Bull, Lockheed Martin, Kia, and Lufthansa for training purposes.
While it may seem absurd to the everyday consumer, corporations are already willing to spend significant amounts on this technology. Is the Apple Vision Pro superior to Varjo's headset for these applications? Not necessarily. However, when entering this realm, companies may prefer to begin their journey with a well-established brand like Apple.
4. Certain use cases the outperform others
The Vision Pro was clearly marketed as a device suitable for continuous, everyday use. While it demonstrated its capabilities in both work and leisure scenarios, it was the enterprise features that stood out the most.
Some of the personal or consumer use cases seemed less appealing, despite their impressive technical aspects. For instance, the 3D camera feature, although technically advanced, had a somewhat unsettling feel when put into practice, and it's unlikely that many users would opt to use their headsets to capture precious family moments. Moreover, certain entertainment use cases, such as emphasizing movie-watching, might be better enjoyed with others in a shared environment.
The headset's emphasis on maintaining a sense of presence, rather than isolating users from the outside world like many existing XR devices, was key. If the aim is for this device to potentially replace a TV while also keeping users connected with people nearby as well as distant, it would be interesting to explore how multiple devices can interact in a shared space.
However, it seems unlikely that many consumers will purchase this device at launch, let alone buy a second one for their spouse or roommate. As widely reported, the price is exorbitantly high, requiring buyers to spend thousands of dollars to own the device.
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