Web Desk
Apple has entered the mixed reality headset market with the announcement of its highly anticipated product, Vision Pro, challenging Meta (formerly Facebook) in a field that has primarily appealed to gamers and technology enthusiasts.
The release of Vision Pro, revealed during an Apple event, marks the company’s most significant product launch since the introduction of the Apple Watch in 2015. Priced at a substantial $3,499, the sleek VR device will be exclusively available in the United States early next year, according to Apple.
Welcome to the era of spatial computing with Apple Vision Pro. You’ve never seen anything like this before! pic.twitter.com/PEIxKNpXBs
— Tim Cook (@tim_cook) June 5, 2023
During the unveiling, Apple CEO Tim Cook highlighted the transformative nature of Vision Pro, stating, “There are certain products that shift the way we look at technology and the role it plays in our lives. We believe Apple Vision Pro is a revolutionary product with the performance, immersion, and capability that only Apple can deliver.”
While emphasizing its focus on gaming, video streaming, and conferencing, Apple positioned Vision Pro as a spatial computer, distinct from other virtual reality-first devices in the market. Analysts noted that the headset provides mixed reality technology that effectively situates the user in their environment, offering an unparalleled experience.
The Vision Pro demonstration showcased its unique features, including an interactive imagery augmentation that seamlessly transitions users to a fully immersive 3-D experience, reminiscent of being in a video or on a sports playing field. Apple’s commitment to minimalist design was evident in the device’s glass front, aluminum frame, advanced sensors and cameras, eye-tuned optics, and cooling system.
To address user comfort and resistance to wearing a headset, Apple incorporated external cameras that project the user’s eyes onto a screen, allowing for social interactions and eye contact with others. The company partnered with Disney, teasing exclusive content from popular franchises such as Marvel and Star Wars, along with immersive live sports experiences. Apple also announced a wide selection of video games available on the device from the day of its release.
Apple’s entry into the mixed reality headset market puts it on a collision course with Meta, which has made significant strides in virtual worlds with its Quest virtual reality headgear. Just before Apple’s announcement, Meta expanded its lineup with the more affordable Quest 3, set to release later this year at a starting price of $500.
As the competition between Apple and Meta intensifies, the industry eagerly awaits the response from consumers and the potential impact these technological advancements will have on the future of mixed reality experiences.
