Apple Vision Pro: the beginning of a new era
On June 5, Apple announced that the new Apple Vision Pro would be released at the start of next year. Tech gurus everywhere have been speculating about whether this new form of AR technology will sweep the globe.
For years, face-mounted computers have come and gone. But now, it seems the sweat-inducing gadgets may be here to stay. Leading this charge is none other than the tech pioneer Apple.
Apple’s CEO, Tim Cook, officially announced the release of the Vision Pro at the Worldwide Developers Conference (WWDC) 2023 in June. Cook described the device as a “revolutionary new product.” Although the technology for this augmented reality (AR) device is unique compared to those seen in the past, some have questioned just how “revolutionary” the Vision Pro truly is.
AR devices such as the Vision Pro immerse users into a world that combines virtual aspects with real life. The device will use eye- and hand-tracking and voice recognition to allow the user to conveniently access their workspace and at-home environment. Additionally, Apple introduces this device as a work tool as well as a source of entertainment.
During the conference, Cook stated, “[The] Vision Pro feels familiar, yet it’s entirely new.”
Unlike other AR technology such as the Microsoft HoloLens or the recently discontinued Google Glass, the Vision Pro connects the workspace with personal life. The Vision Pro allows users to “relive” memories in an immersive way.
Additionally, Apple advertises the Vision Pro by highlighting its ability to “connect” the user with others. These “connection” capabilities have not been elaborated on so far other than by introducing spatial FaceTime, which the Apple website touches on. The press release titled, “Introducing Apple Vision Pro: Apple’s first spatial computer,” states, “Users can do things together like watch a movie, browse photos, or collaborate on a presentation.”
Of course, with this unfamiliar tech release, people have been debating whether or not the new device will be as innovative as Apple has been advertising. Some people are concerned that the idea of the AR headset is something we have seen before.
Eric Smith – DevOps/SRE engineer and former Google employee – states that the Vision Pro is, “less innovative and more [of] an amalgamation of other AR/VR offerings.” Smith furthered this idea by stating, “[The Vision Pro] has taken advances of other companies and combined [them to form] this.”
An additional and innate concern for the Vision Pro is the cost. For now, the Apple Vision Pro holds a high cost of $3499. This is a hefty price for the average Apple user, which leads consumers to question who the product is truly made for.
Smith states, “3500 dollars is steep even for new tech.” He goes on to say, “That is steep [even for me] and I own [a wide range of Apple products].”
In an interview with Good Morning America, Tim Cook addressed this high price by saying that with the Vision Pro, “you’ve got more than a 4K experience in each eye…of course, it doesn’t come for free. It…costs something to do that.”
This high price concerns potential buyers for many reasons. The product will not have been out for long when many decide to buy it. This roll-of-the-dice factor is off-putting to many consumers. While other AR devices, such as the Microsoft HoloLens, tend to be around the same price as the Vision Pro, $3500 is a big risk for consumers. There is a strong emphasis on this mainly because the product is new and not much is known about it from a buyer’s point-of-view.
Other outlets have highlighted customer hesitancy as a barrier to Apple’s success, with Apple Insider stating, “It’s definitely easier for the company to justify a $3,500 headset if the product can assist in people’s work-related projects.”
Apple markets that the Vision Pro will have exciting entertainment features alongside its work offerings, including a personal movie theater that “will feel 100 feet wide” with an “advanced Spatial audio system.” For many, such three-dimensional features are exciting. For others, they’re gimmicky.
An additional entertainment factor that has been exciting for people is the three-dimensional capabilities that the Vision Pro will have. This means that a user of the spatial computer will get an even more immersive ordeal when enjoying a cinematic experience through the Vision Pro.
While people are concerned with how the Apple Vision Pro will take the world, the device has yet to be released. Apple can still potentially make changes to the Vision Pro to be more fitting to the average Apple consumer.
The Apple Vision Pro is planned to be released at the beginning of 2024.