Apple Vision Pro: Navigating the Downsides of an Expensive AR Experiment

Costs and Challenges in Apple's Foray into Augmented Reality

NEWS  Apple  January 25, 2024  Reading time: 3 Minute(s)

Max (RS editor)

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Apple has taken a bold leap with the introduction of the Apple Vision Pro. Positioned as a hybrid device, the Apple Vision Pro aims to amalgamate the best features of its competitors. However, the critical question lingers: does it showcase the pinnacle or pitfalls of these technologies?

 

The Hardware Dilemma

Comparisons with industry stalwarts such as Index and Vive highlight the prowess of the Apple Vision Pro, particularly in terms of hardware. Even with the current software, the device exemplified Apple's trademark commitment to uncompromising hardware standards. However, with a hefty price tag of $3500, it stands in a league of its own.

The Ecosystem Dependency

Apple asserts that the Vision Pro is a standalone computing device, yet its optimal functionality hinges on integration with other Apple products. Dependence on iPad apps and the requirement for a Mac for certain features reinforce its status as an ancillary device in Apple's ecosystem. Unlike the Apple Watch, which carved a niche for itself, the Vision Pro faces challenges in convincing consumers of its standalone utility.

Shaping the Language of AR/VR

Beyond hardware, Apple endeavors to shape the narrative around augmented and virtual reality. The insistence on the "spatial computing" moniker instead of traditional terms like VR or AR reflects Apple's desire to imprint its brand on this burgeoning technology. This, however, poses a challenge in a market where VR and AR struggle to captivate a wider audience, as seen in Meta's endeavors with Oculus.

Marketing Strategies and Expectations

While Meta battles its own challenges with Oculus, Apple's approach to marketing the Vision Pro echoes its past successes with iPhone and Apple Watch. The initial lack of a multimedia extravaganza and a limited advertising presence may be attributed to the device's nascent stage.

 Predictions of 180,000 units sold at launch, as suggested by Ming-Chi Kuo, would still place the Vision Pro as a significant player in the AR market, even though it must be noted that the product failed to sell-out on its releasing day. 

The Long Road Ahead

Acknowledging that the Vision Pro is, in essence, a paid developer kit unleashed on the world, Apple understands the pivotal role of developers in unlocking the device's true potential. The elusive "killer app" remains a hope, not a guarantee, emphasizing the uncertainties that surround the success of this venture.

Financial Fortitude

Apple's formidable financial position provides it the luxury of patience. Unconstrained by the immediate need for profitability, the company can afford a long-term perspective, allowing the Vision Pro to find its footing in the market. Vision Pro represents a significant stride into the realm of augmented reality for sure, but its success hinges on overcoming ecosystem dependencies, defining a compelling use case, and navigating the evolving dynamics of the AR market. 

 

 IMAGES CREDITS: APPLE / REVIEW SPACE