In 2024, Apple unveiled its new product, the Vision Pro, however, they did not market it as just another new technological gadget. Apple named it a “spatial computer,” which would allow for the digital and physical world to blend in such a way we have not seen before (Apple, 2023). What did they promise to their consumers? To alter the way we work, learn, and even how we relax. Seems great, right? But the problem? The $3499 price tag (Apple, 2023).
While Apple marketed the product as something we have never seen before, it might seem familiar to you. In 2023, Google Glass attempted to convince us that AR should be part of our daily lives; however, this failed spectacularly. Consumers thought they were too bulky, too intrusive, and too weird. While the design of the Vision Pro is sleeker, it still faced to same classic barriers. The cost is very high, questions regarding the everyday usefulness, and customers were wondering if they actually need it. As discussed in class, if we compare it to Rogers’ Diffusion of Innovation theory, the only ones probably willing to purchase it right now are the hardcore innovators. The early majority? Still waiting.
Even though customers aren’t jumping to purchase the product, it is different than Google Glass. Apple is not only selling a headset, but they are also attempting to build an entire ecosystem. Just as the iPhone allowed for the development of the App Store economy, the aim is with the Vision Pro is to create a world of apps and experiences around it. You might not realise or know it yet, but there are already companies that have been experimenting. For example, KLM has an “Engine Shop” app that utilizes the Vision Pro for technical maintenance in their planes (Apple, 2024). Additionally, it is also being used by CAE as an AR-based pilot simulation training program (Reed, 2024). This is not just nothing, these are practical, high-value use cases which are in line with what we have discussed in the lecture. AR not replacing human capability, but it is steadily augmenting it.
The use by KLM and CAE shows how AR can be used for augmenting capabilities. It allows for tasks to be completed by experts more safely, efficiently, or intuitively than before. This shows that the value of new technology does not just lie in the new product itself, but most important in how it reorganizes workflows and makes things possible that weren’t before.
While this all sounds great, disrupting such a market is not simple. The slow consumer demand and low adoption have made Apple cut back on its production (Reuters, 2024). Due to the hardcore innovators purchasing the product, early sales looked promising, with roughly 200,000 pre-orders (Zilber, 2024). However, Apple has been warned by analysts that if a killer app is not designed to make the device useful in daily life, then excitement could fade fast.
So, what do I think about the Vision Pro? I think we need to be patient. The adoption of the Vision Pro will not happen overnight. Our laptops will not suddenly be replaced. However, I think with time, it could start a larger shift. People need to become familiar; the Vision Pro needs time and development. I truly believe that the power of AR will not come solely from the Vision Pro, but from the ecosystem of apps that will be generated around it.
Now I’m interested to think what you think: what would make you want to use AR glasses daily? Do you think it will become the next big thing? Or is this still a piece of fancy tech that nobody really needs or wants?
References:
Apple. (2023, June 5). The Home View on Apple Vision Pro [Video]. Apple Newsroom. https://www.apple.com/newsroom/2023/06/introducing-apple-vision-pro/
Apple. (2024, April 9). Apple Vision Pro brings a new era of spatial computing to business. AppleNewsroom. https://www.apple.com/newsroom/2024/04/apple-vision-pro-brings-a-new-era-of-spatial-computing-to-business/
Reed, J. (2024, October 22). CAE Transforming Training with Apple Vision Pro App. Aviation InternationalNews. https://www.ainonline.com/aviation-news/general-aviation/2024-10-22/cae-transforming-training-apple-vision-pro-app
Reuters. (2024, October 23). Apple sharply cuts back on Vision Pro production, The Information reports. https://www.reuters.com/technology/apple-sharply-cuts-back-vision-pro-production-information-reports-2024-10-23/
Zilber, A. (2024, January 30). Apple sells out of Vision Pro headsets after getting 200K pre-orders. New York Post. https://nypost.com/2024/01/30/business/apple-sells-out-of-vision-pro-headsets-after-getting-200k-pre-orders/
