Apple unveils $3,500 Vision Pro goggles; will it succeed where others have failed?

Apple on Monday (June 5) unveiled a long-rumoured goggles that will place its users between the virtual and real world, while also testing the technology trendsetter’s ability to popularise new-fangled devices after others failed to capture the public’s imagination.

After years of speculation, Apple CEO Tim Cook hailed the arrival of the sleek goggles dubbed “Vision Pro” at the the company’s annual developers’ conference held on a park-like campus in Cupertino, California, that Apple’s late co-founder Steve Jobs helped design.

“This marks the beginning of a journey that will bring a new dimension to powerful personal technology,” Cook told the crowd.

Welcome to the era of spatial computing with Apple Vision Pro. You’ve never seen anything like this before! pic.twitter.com/PEIxKNpXBs

— Tim Cook (@tim_cook) June 5, 2023

The new goggles will be in the stores early next year

Although Apple executives provided an extensive preview of the headset’s capabilities during the final half hour of Monday’s (June 5) event, consumers will have to wait before they can get their hands on the device and prepare to pay a hefty price to boot. Vision Pro will sell for USD 3,500 once it’s released in stores early next year.

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The headset could become another milestone in Apple’s lore of releasing game-changing technology, even though the company hasn’t always been the first to try its hand at making a particular device.

Apple’s lineage of break-throughs date back to a bow-tied Jobs peddling the first Mac in 1984, a tradition that continued with the iPod in 2001, the iPhone in 2007, the iPad in 2010, the Apple Watch in 2014, and its AirPods in 2016.

5,000 different patents

The company emphasised that it drew upon its past decades of product design during the years it spent working on the Vision Pro, which Apple said involved more than 5,000 different patents.

The goggles will be equipped with 12 cameras, six microphones, and a variety of sensors that will allow users to control it and various apps with just their eyes and hands. Apple also developed a technology to create three-dimensional digital version of each user to display during video conferencing.

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If the new device turns out to be a niche product, it would leave Apple in the same bind as other major tech companies and start-ups that have tried selling headsets or glasses equipped with technology that either thrusts people into artificial worlds or projects digital images with scenery and things that are actually in front of them, a format known as augmented reality.

Zuckerberg’s metaverse largely a digital ghost town

Facebook founder Mark Zuckerberg has been describing these alternate three-dimensional realities as the metaverse.

It’s a geeky concept that he tried to push into the mainstream by changing the name of his social networking company to Meta Platforms in 2021 and then pouring billions of dollars into improving the virtual technology.

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But the metaverse largely remains a digital ghost town, although Meta’s virtual reality headset, the Quest, remains the top-selling device in a category that so far has mostly appealed to video game players looking for even more immersive experiences. Cook and other Apple executives avoided referring to the metaverse in their presentations, describing the Vision Pro as the company’s first leap into spatial computing instead.

Google’s failed internet-connected glasses

The response to virtual, augmented, and mixed reality has been decidedly ho-hum so far. Some of the gadgets deploying the technology have even been derisively mocked, with the most notable example being Google’s internet-connected glasses released more than a decade ago.

After Google co-founder Sergey Brin initially drummed up excitement about the device by demonstrating an early model’s potential wow factor with a skydiving stunt staged during a San Francisco tech conference, consumers quickly became turned off to a product that allowed its users to surreptitiously take pictures and video. The backlash became so intense that people who wore the gear became known as Glassholes, leading Google to withdraw the product a few years after its debut.

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Microsoft also has had limited success with HoloLens, a mixed-reality headset released in 2016, although the software maker earlier this year insisted it remains committed to the technology.

Magic Leap, a start-up that stirred excitement with previews of a mixed-reality technology that could conjure the spectacle of a whale breaching through a gymnasium floor, had so much trouble marketing its first headset to consumers in 2018 that it has since shifted its focus to industrial, health care, and emergency uses.

Four major questions Apple’s goggles will have to answer: Magic Leap’s Diez

Daniel Diez, Magic Leap’s chief transformation officer, said there are four major questions Apple’s goggles will have to answer: What can people do with it? What does this thing look and feel like? Is it comfortable to wear? And how much is it going to cost?

The anticipation that Apple’s goggles are going to sell for several thousand dollars already has dampened expectations for the product. Although he expects Apple’s goggles to boast jaw-dropping technology, Wedbush Securities’ analyst Dan Ives said he expected the company to sell just 150,000 units during the device’s first year on the market, a mere speck in the company’s portfolio.

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By comparison, Apple sells more than 200 million of its marquee iPhones a year. But the iPhone wasn’t an immediate sensation, with sales of fewer than 12 million units in its first full year on the market.

Since 2016, the average annual shipments of virtual and augmented-reality devices have averaged 8.6 million units, according to the research firm CCS Insight. The firm expects sales to remain sluggish this year, with a sales projection of about 11 million of the devices, before gradually climbing to 67 million in 2026.

Apple provides peek at next iPhone OS

Before taking the wraps off its new goggles, Apple kicked off the event by announcing that the latest models of two high-end computer lines, the Mac Studio and Mac Pro, would be powered by a company-designed chip that has already been available in less expensive Macs.

The Mac Studio will sell for USD 2,000 and the Mac Pro will be priced at USD 7,000. As it typically does at this conference, Apple provided a peek at the next iPhone operating system, iOS 17. That software, which will include more personalisation and location-sharing tools for phone calls and texting, is expected to be released as a free update in September.

(With inputs from agencies)