Apple's Vision Pro: Unveiling a Revolutionary XR Device and the Power of an Ecosystem
Apple's Vision Pro is set to revolutionize the XR market with its advanced features and strategic ecosystem. By learning from the mistakes of others, Apple enters the competition as a second-mover, hoping to capitalize on their observations. The article discusses the pricing strategy, distribution plans, and potential challenges for consumer adoption. Additionally, it highlights Apple's strong focus on creating a unified walled garden for XR, the integration of innovative technologies like 3D cameras, and the implications for industries such as aviation. The summary concludes by emphasizing Apple's vast patent portfolio and the significant impact Vision Pro could have on the XR landscape, solidifying Apple's dominance in this emerging field.
Apple exemplifies the advantages of being a second-mover in the market. They patiently observed the mistakes made by other companies, learned from them, and then strategically entered the competition. Only time will reveal whether this approach will be successful for the consumers.
Their next move involves introducing an updated iPhone model equipped with 3D cameras and Vision Pro. These devices will be offered through carriers, either bundled together or separately, with subsidies. However, expecting customers outside the United States to spend $3,500 solely on the device seems unlikely. Therefore, Apple intends to negotiate with different territorial markets and establish partnerships, similar to their approach during the initial release of the iPhone.
The distribution aspect of this endeavor is crucial for Apple, and they cannot afford any mistakes. While the product may have good prospects for corporate use, thanks to its app ecosystem and operating system strategy, it will require more than just Disney Plus and video games to succeed as a consumer device at such a high price point.
It's worth noting that these devices are not intended to be worn outside; their primary purpose is for use while sitting on a sofa or in an indoor environment. We are still awaiting that transformative moment when the technology becomes practical for everyday outdoor use.
The rest of my observations from WWDC are as follows:
Apple is essentially undertaking the marketing efforts that other companies specializing in XR, AR, and VR failed to accomplish with Vision Pro. This is where Apple's strength lies—they have built an ecosystem that fully capitalizes on the potential of owning Vision Pro, while their competitors have nothing comparable to offer.
The term "Code New Worlds" seems to suggest a new language for spatial computing rather than referring to glasses, to be honest. It could be a rival for Epic's 'Verse'.
M2 Ultra represents the first glimpse of homebrew generative AI.
The fully customized Mac Pro could cost around $120,000, and you still need to purchase a keyboard and screen... I mean, an XR device.
The "one more thing" could be the fact that the entire #WWDC23 keynote was rendered by M2 Ultra, and everyone speaking was essentially an NPC.
Live Stickers are about to undergo XR transformation; it's quite evident.
NameDrop is another XR feature that allows two people wearing goggles and using iPhones in the same space to interact.
It seems that Widgets will also be made available on XR.
Adaptive Audio will be optimized for XR.
AirPlay is another XR component that enables seamless switching between devices.
Apple's approach is centered around a closed ecosystem, a walled garden.
The numerous incremental UI, UX widget, and app enhancements all point toward a unified walled garden for XR.
When combined with Apple Watch, the goggles will provide more positional and fitness data.
The True Depth feature will likely be utilized for monitoring children's usage and other assessments in the XR context.
The projected eyes feature is quite eerie.
It remains to be seen if not removing one's headset when someone enters the room will become a new social norm.
3D cameras are expected to be integrated into the next iPhone model.
Which airline will be the first to offer Vision Pro as a Business or First Class experience?
The battery life is around 2 hours unless you use a battery pack, in which case you can extend it.
Apple inadvertently dealt a blow to a new AR laptop startup today.
Audio ray tracing is an interesting concept.
Yamaha might have something to say about that in relation to their older soundbars.
The price of this device and its accessories is eagerly anticipated.
Next year, we might see the introduction of Vision Pro Ultra for industrial use, featuring the M2 Ultra chip in a separate box.
Apple sees this as the start of an entirely new platform.
Once again, Apple has created an ecosystem that no other company bothered to develop.
With 5,000 patents, it will be challenging for any competitor to enter this market.
The starting price for Vision Pro is $3,499