The Vision Pro promises to be the starting signal for spatial computing. In the clip for the mixed reality headset, however, it becomes clear who Apple's glasses are aimed at.
Cupertino – When the price of Apple's new Vision Pro mixed reality headset was unveiled, a murmur went around the globe. Apple charges a total of 3,499 dollars for its piece of the future in the form of glasses. Curved glass, high-quality aluminum, a variety of cameras, a built-in M2 and R1 chip: The tech gurus from California are willing to pay a lot for their revolution in so-called spatial computing. However, the target group for the Vision Pro's vision of the future becomes particularly clear when you look at how Apple imagines its customers' living rooms.
Enterprise | Apple Inc. |
Founder | Steve Jobs, Steve Wozniak and Ronald Wayne |
Foundation | 1976 |
Seat | Cupertino, California, United States |
CEO | Tim Cook |
Industry | Hardware and software development, online trading |
Vision Pro: This is how Apple's mixed reality glasses were presented
How does Apple envision the homes of its Vision Pro customers? Rumors about the Apple Vision Pro have been around for some time. Now Apple presented its mixed reality headset in an almost nine-minute introductory video. In it, Apple not only explains the functions of its new data glasses, but also gives a deep insight into how the core target group of the Vision Pro is imagined in the first place.
For this purpose, willing spectators are transported to five different apartments and a hotel room. On display are family men, businesswomen and students. At first glance, it becomes clear that if you live here, the Apple Vision Pro will certainly not cost you more than a month's rent.
Vision Pro: This is what the humble living room of an Apple family © looks like Apple
Whether it's the huge family apartment with a playful tiled floor and a view of the countryside or the ostentatious city villa, with its high windows and minimalist furnishings - those who live here have completely different worries than getting bread on their plates every day or paying their bills on time.
Apple Vision Pro: It's a great place to live © in this city villa Apple
Vision Pro: Apple's idea of a student apartment is very optimistic
Student apartment designed by Apple: In this context, it is particularly interesting how Apple apparently imagines a student apartment. It is located in the middle of the city. Of course, we have our finger on the pulse of the times. Compared to the other dwellings, however, it looks almost messy, just because some pictures hang on the wall and books can be placed on shelves.
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Vision Pro: This is what a student apartment © looks like for Apple Apple
Of course, space is not a problem here - a person on at least 70 m2 without a roommate must be in the apprenticeship years. The furniture may also look simple, but it certainly wasn't snappers. The most striking difference of the student accommodation: The windows are a little smaller than in the city villa.
Apple Vision Pro: The emptier the apartment, the more space for mixed reality © Apple
The same observations could also be made for the other apartments in the spot for the Apple Vision Pro. It almost seems as if Apple knows very well that the advertised spatial computing will only be reserved for a certain elite for the foreseeable future. Advertisements for Apple products have always been glossy in their purest form, but the Vision Pro has been polished a little more than usual. But hey, even if you only get a few square feet to rent, at the price of $3,499, you can soon feel a little like you're escaping reality.