On Tuesday, Apple Inc (NASDAQ:AAPL) launched Vision Pro, a mixed-reality headset and the tech giant's first new product since Airpods seven years ago.
At Apple Park in California, investors and tech enthusiasts attending WWDC 2023 let out cheers at the sight of Apple’s new 23mln pixels “spatial computer” that blends digital content with real life.
Apple Vision Pro launch in person at #WWDC23 and audience reaction! pic.twitter.com/ZydCGBDvsv
— Dan Siroker (@dsiroker) June 5, 2023
However, these cheers quickly turned to groans once the US$3,499 price tag was revealed.
Sound on ????
People's reactions to Vision Pro price reveal ????
Video by Katarina Mogus pic.twitter.com/wJAcgRvd2l
— Alex Socoloff | Founder at Prødux Design (@socoloffalex) June 6, 2023
Ipek Ozkardeskaya, senior analyst at Swissquote bank shared a similar concern with the price tag, arguing the steep price makes it “too expensive to democratise”.
She added: “Giving a fancy design to a product of little interest may not be the next big thing for Apple.”
Mario Ramic, founder and chief executive officer of VR consultant Takeaway Reality, disagrees.
Instead, he views Vision Pro as “revolutionary” for the tech industry.
Ramic told Proactive: “We’re not going to see lines outside the Apple store, but I think the price is more than justified.
“What Apple just released is a device that blows any rivals out of the water.”
He called the Apple technology “insane” as it provides customers with two 4k displays for each eye and operates two and a half times better than the Meta Quest Pro.
The Apple effect
When Facebook switched its name to Meta Platforms Inc (NASDAQ:FB) in 2021, it was a clear sign the firm was going all in on the metaverse and its virtual reality products.
Eighteen months later and Meta has been “re-evaluating road maps and deprioritising projects” – perhaps a wave of the white flag in the face of an AI-crazed society.
Meta introduced its Quest products at a low-price range and more accessible it offered “quality similar to the PlayStation 2 or 3”.
Ramic believes: “That’s a perfectly fine approach.
“It worked great for them until they made one crucial mistake.
“The announcement.”
Zuckerberg in 2021 launched his Metaverse concept alongside clips of virtual avatars conducting business meetings and digital gamers riding surfboards.
A shot from a Metaverse launch back in 2021. Source: USA Today
“This scared people at first, consumers began worrying about a new dystopian world that would change how people live,” the tech boss added.
It was these high expectations that led to disappointment when customers realised the product’s “PS2 quality” did not live up to Meta’s promises.
Takeaway Reality’s boss added: “On the Apple side, I love the approach.”
“Apple specifically approached it from the human side. It made sure that the device was never referred to as virtual reality.
“Only a few times did Apple showcase the full VR capability of the headset.”
An image from the Apple Vision Pro launch Source Tech Crunch
Instead, the California firm showcased its capabilities in a human context like zoning out to watch a film on a loud flight or looking through old photos while on the couch.
Ramic concluded: “Apple know this technology is good enough to make a bang without having to oversell the product.
“In my view, Meta delivered low and marketed very big, whereas Apple delivered massively and marketed it very simple and humbly.”
The Vison Pro is expected to be released in early 2024, with beta testing starting in the coming months.