Summary: XR could be the next highlight-reel moment – but for how long?
The Apple Vision Pro is already on the market, and Apple has a large and almost fanatical following, so the promotion rate of XR devices is likely to skyrocket, which also means that more people will start to pay attention to Apple's "spatial computing" plan, and XR may become mainstream this year, achieving the seemingly distant goal of enterprise and consumer dual-use ahead of schedule.
The Vision Pro was sold out at the time of the presale. While some of the orders may come from scalpers or robots, the 180,000 units sold is still quite impressive for a headset.
In addition, Apple is keen to popularize XR and its related technologies to new audiences. Still, XR and "next-generation" computing are new concepts for many users. Some people don't understand the technology, while others don't want to understand it – they stick to the old-fashioned.
Apple personally educates customers and promotes understanding of XR. The company dispatched XR experts to its major U.S. retail stores to conduct 25-minute demonstrations and introductory courses for store associates to better guide potential customers to the product.
In addition, the world is anticipating Apple's global release, and the popularity of the Vision Pro is likely to continue to rise. However, it is debatable whether the Vision Pro will reach enterprise end users. While the device claims to deliver impressive productivity gains, we haven't seen a roadmap for enterprise applications yet. At the same time, competitors such as Meta and Microsoft are also working hard to bring XR devices to the workplace.
Will Apple's vision for spatial computing benefit enterprise customers?
Just as some people think that the Quest as a Christmas gift will help consumers understand the product, in the same way that the adoption of XR — similar to smartphones — Apple could easily lead the race with the introduction of a consumer-centric, immersive productivity device. Then, just like the iOS platform, promoting this spatial productivity tool among consumers can also advance its commercialization.
Tom Carter, CEO and co-founder of Ultraleap, provided a review of the Vision Pro to XR Today. He added:
We welcome Apple and Vision Pro. We see this as a validation of our work with XR for more than a decade. We've been working to blur the lines between the virtual and the real, breaking down some of the major barriers to XR rollout and making it more consumer and user-friendly. Users want to feel more relaxed when using XR devices, and what sets the Apple Vision Pro apart from others on the market is that it emphasizes the user interface and puts the user's arm in a relaxed state: with a pinch of the fingers, you can control the ** mode and interact with the content.
Tom Carter also highlighted that Ultraleap technology can be "better" and accurate to the millimeter. He said
Users can scroll the screen by simply rubbing their thumb and forefinger lightly. This leads to natural, authentic interactions for users in the digital environment. Apple's entry into the market will only move the market forward, and we look forward to contributing to the development of the industry. ”
Reviews like these are essential because, while Apple is grabbing headlines and thus bringing a potential "XR mainstream moment" to the general audience, XR enthusiasts, on the other hand, can already choose between a myriad of specialized XR equipment vendors and solution providers that have laid the groundwork for enterprise-grade XR, including UltraLeap, XReal, HTC Vive, and Immersed, among others. Hopefully, as more people follow XR through Apple, other companies in the space will thrive as well.
And, as Apple moves into XR, other giants such as Samsung, LG and Google seem to be eyeing the market, perhaps keeping a close eye on Apple to see if its XR bet pays off.
Will we see another case of a "metaverse collapse"?
Despite XR's bright future, keen observers may recall that it wasn't so long ago that Meta CEO Mark Zuckerberg touted the metaverse as the next big thing.
In 2022 23, with the emergence and marketing of technology trends such as NFTs and the metaverse, many people believe that the future will be an immersive world - many emerging technology companies have designed a large number of metaverse services. Meta may be true, but at least 10 years earlier.
With the spread of the pandemic and the rise of remote meeting applications, it's no surprise that the metaverse has completely captured people's imaginations. But sadly, at the 2023 Connect event — where Meta debuted the metaverse concept in 2022 — the company didn't even mention the previously touted metaverse dream.
In addition, the report highlights the rapid decline in the user base of the Meta Horizon platform. Like other companies, Meta has turned its attention to MR devices and the industrial metaverse.
Apple is unique in not using terms such as mixed reality or the metaverse, but instead uses spatial computing to describe its solutions.
Due to the high price, it may be difficult for Apple to have other buyers for this product other than its loyal fans. But Apple seems to have learned from the metaverse crash in 2023, and XR could be the next highlight-reel moment – but for how long?
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