Apple Vision Pro: Navigating the Highs and Lows of Tech’s Next Big Leap
The Apple Vision Pro, set for a grand entrance on February 2nd, already seems to be navigating a minefield of challenges. As AR enthusiasts, we’re on the edge of our seats for what Apple dubs “Spatial Computing.” This leap could redefine the wearable tech game and its societal implications; for better or worse. And let’s face it, watching big tech like Apple stir the pot is always a bit of a thrill.
Apple’s design ethos has always screamed finesse and sophistication. But with the Vision Pro, something feels a bit… off. In all the promo material, the device looks sleek, very Apple. But then, there’s this jarring external battery pack with a cable. Didn’t see that coming, did you? That’s because it’s barely visible in any promotional footage. Even the journalists reviewing the device had to rely on PR-sanctioned images, all scrubbed clean of any trace of the battery pack and cable. It’s so unlike Apple, it almost feels like a bad omen. I can’t help but think the ghost of Steve Jobs will haunt these designers for the rest of their lives.
Then there’s the issue with big apps like Netflix, YouTube, and Spotify not jumping on the Vision Pro bandwagon. Sure, the initial audience might be small, but their decision to opt-out feels more like a bold statement. It’s interesting to ponder why these giants would publicly announce their non-support. Is it a cautious approach to see how the device fares, or a subtle jab at Apple’s new royalty structure?
Speaking of Apple’s ecosystem, let’s dig a bit deeper. Apple has long held a monopoly in its App Store, taking a 15–30% cut from sales and in-app purchases. This practice came under fire, most notably from Epic Games, creators of Fortnite. They tried to bypass Apple’s payment system, leading to an epic (pun intended) App Store ban and a series of legal battles.
Fast forward to January 16th, when the U.S. Supreme Court shot down Apple’s appeal, meaning alternative payment links in apps are a go. Big victory, right? But Apple, doing what Apple does best, offered a lukewarm solution: reducing their cut to 27% for these transactions. A measly 3% discount; hardly a game-changer, especially considering the fees from payment providers.
This half-hearted concession might be why major apps are holding off on supporting the Vision Pro. If that’s the case, it seems a bit petulant, doesn’t it?
Another piece of this puzzle is Unity, the go-to platform for creating spatial computing apps. Since going public in 2020, Unity’s journey has been anything but smooth. From acquiring ironSource, an in-app ad framework, right when Apple tightened in-app conversion tracking, to the purchase of Weta Digital, which didn’t quite hit the mark. Their stock took a dive, and a proposed (then quickly retracted) runtime fee added fuel to the fire. This led to a significant portion of their community jumping ship.
This issue with Unity is purely speculative, of course. Apple hasn’t said a word about it, but it’s hard to imagine they’re thrilled about the runtime fee drama concerning and impacting their flagship AR product.
But hey, maybe there’s a simple fix here — Apple, why not just buy Unity? They seem like a bargain right now, right?
So, all things considered, the launch of the Apple Vision Pro might be more roller-coaster than red carpet.
In conclusion, the Apple Vision Pro, with all its initial challenges, marks an exciting leap into the future of technology. As a tech enthusiast, I’m thrilled about the prospect of creating new experiences on this platform. This isn’t just a product launch; it’s the start of an innovative journey in Spatial Computing, and I can’t wait to be part of it.
Tijmen Mulder — Creative Director — Robot Kittens
