Seeing is believing: Apple has reimagined the future of augmented and virtual reality
It’s not easy to articulate my initial response to Apple Vision Pro, bearing in mind that reinventing a category is complex, that Apple has been able to do it again with virtual and augmented reality, and that there will be no shortage of skeptics ready to deride it.
Few, if any companies, can launch a great-expectations product like Apple does. Doing so when the product is still in its initial phase, despite the fact that according to those who have had the opportunity to test it, it does what it says on the tin, is even more risky, because everyone knows that at the end of the presentation, there will be a chorus of: “Yeah, but it’s still more than half a year before we can buy one.”
What’s more, the size of this launch far exceeds the product; a stand-alone platform with its own operating system, app store and development tools — a product unveiled, lest we forget, at a WWDC, that is, for developers — and contains a number of processors, sensors, cameras and materials of a quality that raises its price to an eye-watering $3,500. In short, it’s going to be a magnet for all kinds of criticism, a veritable pile on. Oh dear, it looks like a kidney, and will probably cost one; nobody is going to wear diving goggles in their living room, and isn’t this just another version of…
