In a slippery terrain like that of virtual reality – where the boldest were swallowed by the abyss – Apple seeks to stand with the sumptuous Vision Pro. With the premiere of these lenses aims to activate a category "cursed" that already buried several competitors.
And while his showcases are full of trophies that curved the limit of the impossible – from the iPhone, the iPad or the Apple Watch – this time, he must put his reputation on the line in a tough contest against Meta, his greatest archenemy.
"Meta and Apple compete with each other. The difference is that Meta does it publicly, while Apple keeps it private," said Anshel Sag of Moor Insights & Strategy.
Part of the reason Apple hid this project in the shadows is because no one in Silicon Valley was sure whether the public was going to accept mixed or augmented reality technology.
The panoramic view provided by the Vision Pro. Apple Photo.
Without going any further, Apple shares, after the close of the first day of presentations, had a fall of more than 1% in the stock market after showing a device that costs three times more than an iPhone.
In this sense, the loyalty of the supporters of the brand will be a determining factor when evaluating the level of sales and the reception that this niche product will have among the public.
As for its possibilities, Apple's model, like Meta's Quest 3, are very even and cover the same spectrum. From watching movies, playing through the bluetooth connection of the controller, making calls and extending the ranges of the mobile.
The ambush of the metaverse
The new Apple Vision Pro.
Many fear that Tim Cook has fallen into the trap of the metaverse posed by Mark Zuckerberg, a pillar that collapsed precipitously and led to the dismissal of more than 20,000 developers and the reorientation of the strategy.
To escape any bond, Apple tried to break with high-sounding qualifiers such as artificial intelligence or metaverse and preferred to focus on its own technology called "spatial computing".
In a plan of differences, while the bet of Meta leans towards virtual reality, Apple is fully immersed in augmented reality with transparent glasses that can be used all day.
On several occasions its managers made it clear that they did not intend to be part of the metaverse. Instead, Apple sought an everyday product that is easy to control, comfortable and versatile. In its first impression, the Vision Pro has exceeded expectations.
In addition, the lenses bring together the company's technological advances, such as the double micro-OLED screen that promises 4K resolution in each eye and its own chips, such as the M2 and the R1, which debuts in these lenses.
Perhaps Apple's biggest advantage is the good relationship it has with developers who want to make the leap to an installed base of 2,000 million devices ranging from Macs, Apple Watch, iPhone, among other equipment.
Mark Zuckerberg wears the new Meta Quest 3.
This implies that it is in a more favorable position than Meta to offer an experience that is associated with many of its products and is supported by an attractive ecosystem for the consumer.
The most debatable point of the Vision Pro is its high cost. Since they are worth seven times more than the Meta Quest 3, which have just been presented. While Apple's are $ 3,500, the others do not reach $ 500. In addition, the autonomy of the batteries is just 2 hours.
Virtual reality, a niche of great potential
Projections for this industry are quite optimistic, as it is expected to have a market value exceeding $12 billion by 000, according to IDC.
The impetus will come from other niches such as video games or the streaming video sector, but also for the daily use of technology among users.
Currently, Meta holds about 80% of the VR headset market with its latest devices like the Quest 3 and Quest Pro, according to IDC figures.
However, Apple's entry represents stiff competition for Mark Zuckerberg, especially because of the alliance he announced with Disney+ to bring his content to the new platform.
The division of the metaverse within Meta is not going through the best moment. According to its latest quarterly report, this business has plummeted for Zuckerberg's company, as its sales fell by 54.4% compared to the first quarter of 2022.