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APPLE SETS NEW VISION FOR FUTURE OF COMPUTING & OPENS NEW OPPORTUNITIES FOR BRANDS.

Apple unveiled its long-anticipated immersive headset device, Vision Pro, at its annual WWDC developer conference.

The device, resembling a futuristic pair of ski goggles, offers users the ability to overlay digital content onto their surroundings and is controlled through voice commands, eye tracking, and hand gestures.

During its unveiling, Apple executives emphasized the term “spatial computing” instead of industry-standard phrases like “mixed reality” or “virtual reality.” This positioning positions the device as a groundbreaking successor to mobile computing, distancing it from existing immersive headsets like Meta’s Oculus or HTC Vive.

What sets the Vision Pro apart from its competitors is its focus on complementing smartphones rather than replacing them. The headset aims to replace traditional monitors and TVs with portable, immersive virtual screens. Apple initially downplayed the 3D elements typically associated with mixed-reality headsets, instead highlighting the visual appeal of adjustable 2D windows in the Vision Pro. Powering the device is a new operating system called VisionOS, tailored specifically for spatial computing.

Apple showcased the primary use cases of Vision Pro during the keynote, emphasizing home entertainment and productivity. They announced a partnership with Disney to create immersive content and experiences for Vision Pro, such as displaying different sports on multiple screens or providing detailed court replays during a basketball game.

While gaming was briefly mentioned, Vision Pro is not primarily intended as a gaming device due to the lack of controllers and Apple’s focus on productivity and entertainment. The device aims to replace multi-monitor workstations and support various productivity and video-conferencing apps. Virtual personas can be created using 3D scanning for lifelike representations during video calls.

Apple is positioning Vision Pro as an enterprise product, targeting the enterprise market with its initial version priced at $3,499. Early adopters are expected to be Apple enthusiasts and power users looking to transition from physical to virtual screens. Over time, software developers will likely explore consumer-friendly use cases beyond 2D media and work apps, similar to the early days of the App Store for the iPhone.

For marketers and advertisers, Vision Pro will not be a mass platform initially. Its emphasis on enterprise use cases and high price point may limit its consumer appeal. However, it represents a significant milestone in consumer technology, as Apple aims to shift attention away from existing screens and into virtual environments. The device’s capability to interact with 3D objects and augmented reality overlays opens up possibilities beyond 2D content, as demonstrated during the keynote with a brief glimpse of a life-like dinosaur entering the room through an AR overlay.

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