In a pivotal moment, Apple embraces a novel platform, having remained patient for years. The company took the wraps off its long-anticipated mixed-reality wearable gadget at the annual WWDC software conference today.
The tech giant’s groundbreaking wearable, known as Apple Vision Pro, has been under development for an extended period. While other industry titans rushed to explore the still-underdeveloped AR/VR market, Apple maintained its typical strategy of watchful waiting. This new platform and its accompanying headset have significant implications for the broader market; Apple’s entry into a product domain often affirms the category and challenges competitors. Bloomberg recently reported internal disagreement among senior Apple executives concerning the release and positioning of this innovative headset.
Regardless of these backstage tensions, Apple CEO Tim Cook presented the device without a hitch today, featuring it in a pre-recorded demonstration video. Cook described the device as the first of its kind that you observe through, rather than merely looking at. “With digital content appearing as if it exists in your physical environment, you can see, hear, and interact. You are no longer constrained by a screen,” Cook added.
“This device will revolutionize spatial computing, much like the iPhone did for mobile computing,” Cook continued, further elaborating on the capabilities of the Vision Pro. “You will have the opportunity to revisit your most significant memories in a completely novel way.”
Apple Vision Pro, priced at $3,499, will become available in the early part of the following year.
The unique design of the Apple headset allows users to remain aware of their real-world surroundings, contrasting with VR headsets that entirely cover the face and restrict vision. Upon wearing the device, users will see a floating “Home View.” The recorded demonstration video featured a user strolling around their home and picking up a bottle of sparkling water from their refrigerator, suggesting Apple’s expectation for daily use of the device.
Equipped with 4K displays, LED illuminators, and infrared cameras, the headset boasts impressive specs. Apple executives emphasized that the field of view is unlimited, suggesting a departure from the waveguide lens technology used in other AR headsets. The device utilizes Apple’s M2 chip and a novel, mixed-reality-focused R1 chip.
The Vision Pro features a handy dial allowing users to switch between mixed-reality mode, which provides more interaction with the real world, and virtual-reality mode for a more immersive experience. The device employs voice input, including Siri, to launch and close applications, and play multimedia content. Interestingly, no hand controllers appeared in the demonstration video. Instead, miniaturized spatial audio speakers are cleverly integrated into the soft headband.
Like some other AR headsets on the market, the Vision Pro includes an external battery pack, improving the device’s weight balance at the expense of a slightly more cumbersome user experience.
Apple also showcased the Vision Pro application experience, introducing a humorous technology dubbed “Eyesight.” This allows nearby individuals to pop up in your view, even in a more immersive mode. The showcased apps, including native Apple apps such as FaceTime, were not fully demonstrated. The device includes a built-in 3D camera, allowing users to take spatial photos or videos from within the headset.
Developers can now start creating or adapting their apps for Apple’s latest platform with the official launch of Vision Pro. Microsoft apps and Unity-based games were mentioned during the demonstration as examples.
“Apple Vision Pro is set to revolutionize how we interact and collaborate,” Cook stated. Disney CEO Bob Iger then joined him on stage, hinting at immersive experiences for Disney fans on the new platform.
While Apple’s traditional strategy of patiently waiting before introducing a product has been successful, their foray into mixed reality comes at an intriguing time. Despite VR and AR technologies existing for decades, they have yet to gain widespread acceptance.
According to the International Data Corporation, VR headset shipments fell by over 20 percent in 2022. The declining venture capital investment in VR startups further supports this trend. In contrast, Meta has seen some success with its affordable Meta Quest and Quest 2 VR headsets, selling a reported 20 million units since launch.
Yet, despite this success, Meta has struggled with its pricier Meta Quest Pro model and has invested heavily into its “metaverse” strategy.
However, some remain hopeful about mixed reality becoming mainstream, spurred by Apple’s entry. Peggy Johnson, CEO of AR company Magic Leap, sees Apple’s participation as a massive validation for the industry.
Similarly, Anand Agarawala, CEO of AR/VR company Spatial, believes this could be a pivotal moment for mixed reality. It might be akin to the introduction of Tesla’s Roadster, marking the dawn of a new era, especially if Apple’s bet pays off.
