Apple Vision Pro: a sight for sore eyes?

Enrique Dans
Enrique Dans
Published in
4 min readFeb 8, 2024

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IMAGE: A stupid glasshole on a Cybertruck wearing Apple Vision Pro and making gestures
IMAGE: @blakestonks on X

Within days of the the Apple Vision Pro going on sale, social networks were filled with images of people misusing them, ranging from the dumb to the reckless, and even happenings: wearing them on the street escorted by a robotic dog, others supposedly working while traveling on the subway, emerging clumsily from cars, or driving while gesticulating.

Should we trust the first experiences of users who have acquired a reasonably new or innovative technological product like the Apple Vision Pro. Until now, augmented reality glasses isolated you, or offered, at best, a not entirely convincing virtual experience. When you put on one of those devices, you had to be careful of your surroundings, be in a reasonably safe place, or supervised, and so were mainly used for playing games. The use was so exclusive, that even insurance companies reported an increase in home accidents resulting from the use of these types of devices.

The Apple Vision Pro is a very different product, which, as the company has done before, reimagines a category, in this case augmented reality, turning it into a surrogate screen, into something that frees us from having to be in front of our computer and allows us to do many of the things we would do on it, but with more flexibility. That could mean sitting on a sofa or even while moving around, although it is advisable to support the…

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Enrique Dans
Enrique Dans

Professor of Innovation at IE Business School and blogger (in English here and in Spanish at enriquedans.com)