Within tech giant Apple, a training session is underway on how to describe its latest product, the Vision Pro headset. What is striking is that during this training, employees were explicitly told that it is forbidden to use a word that is very common in our daily lives - "VR".
According to a tweet posted by Brad Lynch on December 20 at IT House, Apple has adopted this unusual strategy in the pre-job training of the Vision Pro headset. Not only is Apple asking employees to avoid using the word "VR," but it's also emphasizing that when presenting and promoting products to users, it's important to convey "magical" and "new" impressions.
This decision was clearly deliberate in order to create a unique image of the Vision Pro headset that would distinguish it from traditional virtual reality devices. By eschewing the widely recognized term "VR," Apple is trying to disrupt the old notion and present its products in a fresh light.
In an interaction with netizens, Lynch further revealed that Apple has not completely banned the use of all terms related to augmented reality. Instead, employees can still use words like "AR" (augmented reality) and "XR" (extended reality). However, it's worth noting that the concept of "MR" (mixed reality) is largely not mentioned in the training content, although it is somewhat of a fusion of VR and AR technologies.
Apple's move reflects an important shift in its marketing strategy. In the past, when tech companies launched new products, they often relied on existing vocabulary to quickly build consumer awareness. However, with the development of technology and the intensification of market competition, simply using old words may not be enough to accurately convey the uniqueness and innovation of a product.
Against this backdrop, Apple has chosen an unusual path. By creating new descriptive vocabulary and emphasizing the "magic" and "novelty" of its products, Apple seeks to spark consumers' curiosity and desire to explore, leading them to experience and understand the Vision Pro headset in a whole new way.
This strategy is undoubtedly high-risk. On the one hand, it may succeed in creating a unique market image for the Vision Pro headset and attracting the attention of consumersOn the other hand, if new vocabulary and concepts are not widely accepted and understood, it can lead to consumer confusion and alienation.
However, given Apple's history of excellence in technological innovation and brand marketing, the logic behind its decisions is worth pondering. This move is not only a bold attempt at the product itself, but also a challenge to the traditional marketing model.
Overall, Apple's decision to ban the word "VR" in Vision Pro headset training demonstrates its commitment to product differentiation and innovative expression. It remains to be seen how this will affect consumer perception and market reaction. But regardless of the outcome, it will be a case to watch and study in the field of technology industry marketing.