Apple Inc. will charge $3,499 for its long-awaited mixed-reality headset, putting to the test whether consumers are willing to spend big money on a technology that the company sees as the future of computing. How to use Apple’s mixed reality headset Vision Pro?
On Monday, the iPhone maker unveiled the new Vision Pro headset at its annual Worldwide Developers Conference, capping off more than seven years of development.
The product, which was introduced with Steve Jobs’ trademark phrase “one more thing,” propels Apple into the first major new category since it began selling smartwatches in 2015. The Vision Pro could also be one of the most dangerous launches in the company’s history.
Apple demonstrated the headset’s numerous features and highlighted content planned for the product, including games and interactive videos from Walt Disney Co. The visionOS-powered device, which resembles high-tech ski goggles, will have its own operating system and App Store. It will be available in the United States early next year, followed by other regions later.
How to use Apple’s mixed reality headset Vision Pro?
The Vision Pro is the latest in a series of products that Apple hopes will be game changers in the company’s sales growth. It will attempt to reshape a still-developing industry in the same way that the Mac, iPod, iPhone, and iPad did. The difference this time is that Apple is launching at a high price and entering a market that hasn’t been well received by consumers.
More broadly, it seeks to alter people’s interactions with the world. Apple has long sought a new platform to expand beyond the iPhone and iPad, and this could be it. The wearable device combines virtual and augmented reality, which means it can fully immerse a user in content with high-resolution displays – ideal for video watching – or overlay apps on top of the wearer’s field of view, allowing messages and notifications to pop up without overwhelming the user.
“It’s the first Apple product you look through and not at,” said CEO Tim Cook during the presentation.
Investors are skeptical so far. On Monday, the stock reached near-record highs before falling back after the Vision Pro was announced. They were down 0.8% at $179.58 at the close in New York.
Apple’s marketing prowess is unrivaled, and it has persuaded consumers to spend more and more money on their smartphones, but this product may be one of the company’s most difficult challenges. Competing headsets start at a few hundred dollars. The headset’s $3,499 price tag places it more in the realm of a high-end laptop than a gadget.
The new interface is described by the company as “spatial computing.” When people are nearby, an EyeSight feature displays an image of your eyes on the outside of the headset. In an effort to keep users engaged with the outside world, the product will also show those people in your field of vision while you’re wearing the device.
A digital crown, a term borrowed from the Apple Watch, toggles the headset between augmented and virtual reality. Apple stated that it studied thousands of people’s heads to ensure the product’s comfort and filed over 5,000 patents. The headset is powered by two main chips. The main computing tasks are handled by an M2 processor from the Mac, and a second chip, the R1, works with dedicated sensors that enable mixed-reality capabilities.
Apple’s launch sets up a showdown with Meta Platforms Inc., which currently owns 81% of the VR headset market, according to Counterpoint Research. Apple expects to sell about 900,000 units of the Vision Pro in its first year, and – given its price tag – that could give the company a commanding share of the market. Still, those numbers would be a fraction of what its other devices generate.
Disney CEO Bob Iger also joined the presentation, saying that the Disney+ streaming service would be available for the device on the day it launches. Disney shares climbed less than 1% to $91.
“We believe Apple Vision Pro is a revolutionary platform that can make our vision a reality,” Iger said.
Other content providers, such as Netflix Inc., and app developers, such as Zoom Video Communications Inc., will also be able to develop their own apps for the device.
The headset will run many of the millions of iPhone and iPad apps right out of the box, requiring no additional work from the developers. In addition, Apple announced a software development kit that will allow third-party developers to create their own software for the Vision Pro.
Apple also mentioned Unity Software Inc. as a partner on the headset, sending Unity’s stock up 17% on Monday.
The Vision Pro is one of the most technologically advanced consumer gadgets ever created. The headset is equipped with a dozen cameras, dual 4K microLED displays, and the ability to capture 3D photos and videos. It operates on an external battery pack with a two-hour battery life or can be plugged into a wall for all-day use.
The headset’s debut capped off a day of software and hardware announcements at WWDC, which saw Apple unveil new Macs and software for its major devices. But it was clear that Cook wanted consumers to remember the Vision Pro – and that it would pave the way for something bigger.
Apple is already working on a lower-cost version of the headset, Bloomberg has reported, as well as an even more upscale model.
“This is just the beginning,” he said.
Also read: In pictures: Apple launches Mumbai store: Massive glass facade, Timber tiles
