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When Apple unveiled its AR Kit software at WWDC in 2017, industry observers speculated on the future of augmented reality (AR).
CEO Tim Cook envisioned AR as a cornerstone of Apple’s future product lineup, emphasizing the importance of delivering a seamless AR experience.
Initial reports in 2021 suggested Apple was developing VR-like goggles, which contradicted earlier statements about creating unobtrusive AR glasses.
However, through discussions with suppliers and industry insiders, it became clear that perfecting advanced AR/MR eyeglasses would take several more years.Instead of waiting for AR glasses, Apple took a bold step with the Vision Pro, positioning it as a “moonshot” product in XR and spatial computing.
Despite its hefty $3500 price, the Vision Pro has catalyzed interest in XR among both consumers and business users. Free demos at Apple stores have introduced millions to the potential of XR spatial computing.
Industry leaders at the Augmented World Expo welcomed Apple’s entry into XR, viewing it as pivotal for educating consumers about the metaverse’s possibilities.
The Vision Pro integrates VR and AR into a single headset, showcasing the potential of immersive 3D experiences, albeit in a premium format.
Moreover, Apple has used the Vision Pro to build a foundation for future AR hardware, software, and services.
This strategic move sets the stage for lighter, more affordable headsets, eventually leading to the AR glasses Cook envisioned years ago.
As the market evolves, competitors recognize Apple as a significant player in XR. The Vision Pro, while niche today, lays groundwork for broader adoption of spatial computing technologies.