Apple on Monday lived up to months of expectations when it unveiled new high-tech eyewear that blends the real world with virtual reality. The $3,500 device, dubbed the Vision Pro, will offer “augmented reality” and introduce “spatial computing,” Apple said.
But the carefully choreographed announcement was conspicuously missing the words “virtual reality,” underscoring the challenges the tech giant is likely to face in marketing the device to a mass consumer audience.
Interest in virtual reality picked up briefly after the idea of the metaverse — an immersive online world popularized by science fiction — was introduced to mainstream audiences during the pandemic. But the concept lost momentum as people returned to their pre-pandemic lives, investors turned to artificial intelligence, and it became clear just how much technological innovation would be required to realize such a futuristic vision.
Previous virtual reality offerings, including Google Glass, Magic Leap, Microsoft’s HoloLens, and Meta’s Quest Pro, have been either commercial failures or modest successes. And companies have so far failed to show what is essential about virtual reality.
“I don’t think the headset will be mass market when it comes out this year,” said Carolina Milanesi, consumer technology analyst at research firm Creative Strategies. “It’s aimed at early adopters — where Apple most often starts — and developers.”
Analysts don’t expect Apple’s product to have much mainstream appeal, at least for now. The company said it will be available early next year.
However, should the device lack broad appeal, it could be a useful test run for Apple, which could eventually develop a virtual reality product aimed at a broader audience, such as lightweight glasses.
“I don’t think Apple has particularly high expectations,” said Jeff Fieldhack, director of research at Counterpoint Research. “You know this is a development that will take time.”
This is an evolving story. Check back for updates.
