Apple made a significant announcement on Monday as it revealed its first mixed reality headset, the Vision Pro, challenging Meta, the parent company of Facebook, in a market that has yet to capture the attention of mainstream users beyond video gamers and tech enthusiasts.
With the release of Vision Pro, Apple marks its most significant product launch since the introduction of the Apple Watch in 2015. Priced at a hefty $3,499 (approximately Rs 2,88,742), the sleek VR device will be available exclusively in the United States early next year, according to the company.
During the unveiling event, Apple CEO Tim Cook expressed his excitement about the new product, stating, “There are certain products that shift the way we look at technology and the role it plays in our lives. We believe Apple Vision Pro is a revolutionary product with the performance, immersion, and capability that only Apple can deliver.”
The Vision Pro, referred to by Apple as a spatial computer, was introduced at the end of a comprehensive Apple event where the company announced several product updates. In development for years, the headset is designed to cater to gaming, streaming video, and conferencing purposes.
Apple executives assert that the Vision Pro offers an unparalleled experience, promoting a technology that has yet to capture the broader public’s attention. Unlike its competitors, the Vision Pro incorporates mixed reality technology that “clearly situates the user in their environment,” according to Yory Wurmser, principal analyst at Insider Intelligence.
Wurmser explained, “Whereas Meta Quest and other devices are virtual reality-first, Vision Pro keeps the user in the present and emphasizes the mixed reality features – unless they choose otherwise.”
During a hands-on demonstration, it was showcased that wearers of the Vision Pro can transition from having interactive imagery augment their surroundings to being fully immersed in a rich 3D experience, simulating a video or sports playing field. The device features a watch-like “crown” that allows users to switch between modes.
Despite the advanced technology packed into the Vision Pro, Apple has prioritized maintaining its signature design minimalism. The headset boasts a glass front, an aluminum frame, five sensors, 12 cameras, and a cooling fan for the integrated computer. Designed to be smaller than a scuba diving mask, the Vision Pro can primarily operate when plugged into a power source, emphasizing a sleek aesthetic. A cord-attached battery pack, providing a maximum of two hours of usage, can be conveniently carried in a pocket.
The Vision Pro is engineered to provide personalized optics, eliminating the need for wearers to use eyeglasses while using the device. Additionally, it includes optical identification to verify user identity, ensuring security and convenience.
Virtual reality headsets have faced challenges in appealing to a broader audience due to the discomfort associated with wearing a mask-like device. To address this concern, Apple’s internal cameras project the user’s eyes onto an external screen, creating a more natural and engaging experience.
Carolina Milanesi, a tech analyst from Creative Strategies, shared her experience with the Vision Pro, saying, “As a non-VR believer, I was actually blown away by how seamless the experience is.”
Apple has partnered with Disney for the launch of the Vision Pro, with promises of immersive content from Marvel, Star Wars, and live sports. Over 100 video games will be available on the device from its release date.
With this release, Apple finds itself on a collision course with Meta, which has taken an early lead in doubling down on virtual worlds. Meta recently expanded its line of more affordable Quest virtual reality headsets, and a new-generation Quest 3 is set to launch later this year with a starting price of $500.
While Meta has experienced setbacks in the metaverse sector, including recent layoffs, Apple’s entry into mixed reality demonstrates its confidence in the future of this emerging technology. The competition between the two tech giants is expected to drive innovation and expand the possibilities of mixed reality experiences for users worldwide.
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