Apple on Monday lived up to months of expectations by unveiling new tech goggles that blend real and virtual reality. Apple says the $3,500 device, called the Vision Pro, will offer “augmented reality” and introduce “spatial computing.”
But the carefully staged announcement was conspicuously absent from the actual word “virtual reality,” highlighting the challenges the tech giant is likely to face in marketing the device to mass consumers. ing.
Interest in virtual reality briefly surged after the idea of the Metaverse—an immersive online world popularized by science fiction—was introduced to mainstream audiences during the pandemic. But as people return to their pre-pandemic lives, investors turn to artificial intelligence, and it becomes clear how much technological innovation is needed to achieve such a futuristic vision, This concept has lost momentum.
Past virtual reality products such as Google Glass, Magic Leap, Microsoft’s HoloLens and Meta’s Quest Pro have either failed commercially or met with modest success. And companies have so far failed to demonstrate what is essential in virtual reality.
“Even if a headset launches later this year, I don’t think it will be for mass-market consumers,” said Carolina Milanesi, a consumer technology analyst at research firm Creative Strategies. “This will be for early adopters and developers, which Apple often starts first.”
Analysts don’t expect Apple’s products to have much appeal in mainstream markets, at least initially. The company said it will be available early next year.
But if the device doesn’t have broad appeal, it could be a useful pilot for Apple, eventually developing virtual reality products like lightweight glasses aimed at a wider audience. there is a possibility.
“I don’t think Apple is expecting too much,” said Jeff Fieldhack, research director at Counterpoint Research. “They know this will take time to evolve.”
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