Apple just launched their AR/VR headset called Apple Vision Pro.
Apple Vision Pro is Apple’s new $3,499 AR headset | The Verge
A big but preliminary step toward mixed reality.
theverge.com
Do you have any initial reactions?
Oldest comments (44)
I imagine they're launching "Pro" and plan to go down-market later with the "non-pro" version. That's what I assume from the naming convention, and it makes sense here.
Has Apple ever gone in this "Pro-first" direction since they adopted that convention?
At this price they absolutely had to start with “Pro” 🤪
Meta is a big winner here because it normalizes this platform.
Watching live, currently waiting on the sticker shock.
$3500 — not cheap!
Kind of funny that all their apps are just screens. Makes sense from a compatibility perspective, and I'm sure more truly immersive stuff is coming later. But kind of funny how unambitious these experiences are so far.
Here's another post on the Apple announcements in general
Apple's New Announcement at WWDC23
Anurag Vishwakarma ・ Jun 5 ・ 1 min read
It feels like so many of Apple's last decade lead up pretty seamlessly to Vision Pro.
It's not clear whether this product will ultimately matter much, at least in the near future, due to some clunkiness like external battery and lack of obvious utility with some of the experiences they demo'd.
However, it's pretty clear that they have a really consistent strategy — with Apple Silicon at the center.
It feels like an iPad -- a device for consuming, not creating -- with a novel interface. I was initially pleased to see the "move your Mac desktop to the AR interface", but once I realized it was the whole desktop, I was massively annoyed. I want to be able to move all my individual windows into the space as individual windows, not a single unified interface. It feels like it's anathema to the whole AR experience.
Surely they will eventually support 3D window management on multiple planes.
... and the utility of that? Beside being cool, I mean. I need something more to buy a device with a price tag of several thousands of $$$.
I, personally, work most of the time with one window that takes the whole screen, switching between windows using Alt-Tab.
I was just bouncing thoughts off the other comment.
But I do agree with your points.
The number of features and technologies that have shown up in the phone, watch and elsewhere over the past number of years, that flow together into the capabiities of the new device - think room-scale LiDAR, hand tracking, Siri (ok eh maybe Siri is a stretch...), handoff, etc etc - they have been building this in the open for some time.
I'm worried that none of the demos were real, which cries "not ready yet" and I thought it looked a little odd. Super impressive tech though!!
That’s a really interesting thought. This is technically the first product they’ve ever launched with really can’t be actually demo’s for real though.
Apple in one announcement both gets back to it’s roots and demonstrates how out of touch the company has become. For Vision Pro to be successful, Apple had to price it for consumers, but instead offered a product that is more for use by enterprise. Apple doesn't have the greatest track record with enterprise, giving up the server division at one point due to lack of sales. What were they thinking?
Think different. For sure. This opens up a new product category, but for whom?
Apple had a case study. Virtual Boy was way more expensive than SNES and Nintendo didn’t sell many. Making a new AR device so expensive compared to even the highest end Mac baseline is a mistake. Vision Pro is DOA.
Can't wait to be on a flight sitting next to someone with their Vision Pro without AirPods.
That is a weird situation. Open-ear sound for something that is so personal.
To the larger point, they certainly know they're not going to sell that many of these, and they're setting up to eventually go down market (at least a bit down market).
It doesn't really affect their bottom line either way, but I wonder what the threshold is for them to sell so few as for it to be embarrassing.
You sound like one of those critics during the early days of the smart phone.
Key difference though: we aren’t in the early days of AR/VR. Apple is so late to the market and the market has already proven VR is a niche product. For VR fans this could be an exciting product, but for a lot of people Vision Pro costs around 10% of their annual income so I can’t help but think all the time and energy that went into development will be a loss for Apple. They have tons of cash, but when they sacrifice resources from other areas on a loss it will hurt them in many ways. MacOS barely has any new features. The first bullet on the MacOS Ventura marketing page talks about “stunning” new screen savers.
The Vision Pro was presented mostly as a consumer product, but if the Vision Pro is out of reach for most consumers and is meant to replace HoloLens those customers in enterprise can afford it, but HoloLens is largely a failed product that didn’t gain wide adoption, it just has some niche uses in some industries. So why would Apple go after that? Apple, the company that killed it's server organization because it couldn’t sell servers, the company that let an employee who pitched enterprise wifi routers leave Apple and form a company that made 1.9 billion in revenue last year, up 47% year-over-year (Ubiquiti Networks). Apple has little business in the enterprise space and has stumbled in recent years (and rebounded IMHO) to support creative professionals. How do they think they can swoop in and take market share from Microsoft or Magic Leap for that matter, and why should they try to steal market share from a smaller company like Magic Leap?
Earnings remain to be seen and we won't see them until next year, but I can't believe it will look good. This move was incredibly risky for Apple, but will it pay off? Only time will tell. I'm doubtful.
If you have an opinion as to why Vision Pro was a good idea for Apple or how it will earn revenue for the company, let’s hear it.
We weren't exactly in the early days of smart phones when the iPhone came out, but here we are today. The VisionPro release kind of mirrors the iPhone release. Like you said, Apple isn't in the enterprise business, they produce consumer products. And they've positioned the VisionPro as a consumer/work product (killing two birds with one stone).
The pitch I've seen for most VR headsets go along the lines of meeting/gaming, who cares about meetings. I live in a country where Apple products are very expensive, yet many people own them, so I don think price would be an issue.
The important things are providing compelling use cases and making the product accessible. They've done the first part, the other part is yet to be seen.
Who's paying that amount of money for an entertainment device? So I guess Apple wants people to use it for work... but I haven't seen any reason why I should want to work with such a device on my head.
Unless Apple releases an SE edition for $1000 (for entertainment - their Disney deal is genius!) they will lose big against Meta with this device... I guess.
Haha yeah, they tack on the “Pro” idea but they also emphasize Disney stuff which is obviously not for professional purposes. “Pro” is just so they can justify the price and sell to super rich.
Feels like the apple watch all over again. Limited market testing, but confident in experience to finally release. I think its something we'll have to wait 3-5 years to see the results. Happy to see though Apple marketing still refuses to use "tech specs" when introducing products however. All the hype stuff is still there, it just doesn't matter to most consumers when going to a store. At the end of the day this will live and die by the adoption rate on both ends and wondering if Apple is going to look away at that one market that would probably push this thing forward (that industry always has).
That’s a reasonable take