NEWS  Apple  January 19, 2024  Reading time: 2 Minute(s)

Max (RS editor)

Apple's highly anticipated Vision Pro headset is set to hit the market on February 2, promising a revolutionary augmented reality experience. However, a recent revelation about Apple's selective portrayal of the device in official photos has stirred controversy among tech enthusiasts and the press.

The Photography Controversy

Wired recently reported that Apple provided select members of the press with an exclusive opportunity to try the Vision Pro headset ahead of its official release. Interestingly, the pictures featuring journalists donning the cutting-edge device were captured by Apple's own photographers. Strikingly, journalists were not permitted to capture their own images of the headset.

The controversy centers around Apple's decision to strategically omit a crucial component, the external battery pack, from all the promotional photos. This move, as reported by The Verge, Engadget, and Wired, aims to present the Vision Pro as a seamless and sleek device. However, critics argue that this deliberate omission raises questions about the transparency of Apple's marketing strategy.

 THE PICTURES OF JOURNALISTS FROM THE VERGE, ENGADGET AND WIRED, TAKEN BY APPLE PHOTOGRAPHERS 

A Deceptive Aesthetic?

The intent behind cropping out the battery pack becomes evident when examining the images released by Apple. The company is clearly positioning the Vision Pro as a streamlined and futuristic device, free from any external attachments. While this decision aligns with Apple's commitment to delivering aesthetically pleasing products, it raises concerns about the accuracy of the promotional material.

 APPLE VISION PRO HEADSET WITH ITS BATTERY PACK 

The Size Dilemma

Contrary to the perception created by Apple's photos, the external battery pack is reported to be compact and easily pocketable. Some critics argue that by deliberately excluding the battery pack from promotional images, Apple may be creating an unnecessary perception problem. Acknowledging the presence of the battery pack, which is purportedly not cumbersome, could have demonstrated transparency and avoided the potential backlash.

Implications for Media Relations

Apple's decision to control the imagery of the Vision Pro headset raises broader questions about media relations and transparency in the tech industry. Journalists being restricted from capturing their own images could be seen as an attempt to tightly control the narrative surrounding the product.

Apple's handling of this situation may set a precedent for how tech companies navigate media relations in an era where transparency and authenticity are increasingly valued by consumers.

 SOURCE: ANDROIDAUTHORITY | ARTICLE IMAGES BY THE VERGE, ENGADGET AND WIRED | PRODUCT PICTURES: APPLE