Apple has made its debut in the augmented reality (AR) headset market by unveiling the Vision Pro device at its annual developer conference. Priced at $3,499, the Vision Pro is considerably more expensive than Meta’s priciest headset.
This move by Apple puts it in direct competition with Meta, whose devices currently dominate the market. The two companies have a history of conflicts, particularly pertaining to user privacy and control of developer platforms. Apple hopes to distinguish itself by emphasizing the Vision Pro’s augmented reality features and its partnerships in the sports and entertainment industries.
Despite the buzz surrounding the launch, Wall Street has shown little enthusiasm. David Rolfe, the chief investment officer of Wedgewood Partners, believes that while the Vision Pro may attract wealthy early adopters, it will take years before it significantly impacts Apple’s overall performance. Rolfe draws a parallel with the early days of the personal computer revolution, implying that mass adoption may take some time.
The Vision Pro offers a unique user experience with eye-controlled content selection, finger tapping for clicking, and gentle flicking for scrolling. It also boasts a three-dimensional camera and microphone system for capturing videos and pictures that can be viewed in 3D later. One of its standout features is an exterior display that allows people outside the headset to see the user’s eyes, representing an advancement in augmented reality compared to Meta’s devices.
Apple plans to release the Vision Pro in early 2024 in the U.S., followed by availability in other countries. Investors will be watching closely to see how Apple’s view of the VR market aligns with Meta’s, which currently holds a significant portion of the market. Meta CEO Mark Zuckerberg envisions a “metaverse” where people can interact virtually, while Apple seems more focused on enhancing the real world with augmented reality.
Besides Meta, other companies like Sony and Pico also manufacture virtual reality devices. According to market research firm IDC, these companies collectively sold 8.8 million headsets last year. Apple has already partnered with Adobe, Microsoft, Unity, and Walt Disney to bring their apps and services to the Vision Pro.
The Vision Pro offers two hours of use with an external battery, which alleviates the weight on the user’s head. However, it requires a power source and cannot be used independently. In contrast, Meta’s Quest Pro mixed reality device provides approximately two hours of battery life directly on the headset. Apple has also launched a new version of its Mac Pro desktop with its M2 Ultra chip, reducing reliance on Intel.
Although Apple did not unveil any major generative AI products, it did incorporate AI features into various elements of its products. One notable addition is the ability to transcribe voice mails in real-time. All in all, Apple’s entry into the AR headset market signifies a significant step for the company. Its success against competitors and the establishment of a mass market for this technology remain uncertain. Only time will reveal if the Vision Pro becomes a mainstream product like the iPhone or follows a slower trajectory to widespread adoption, reminiscent of early personal computers.
Useful links:
1. Apple’s official announcement of the Vision Pro AR headset
2. IDC’s report on virtual reality headset sales
