US – At its 2023 Worldwide Developers Conference (WWDC), US tech giant Apple announced Apple Vision Pro, its hotly anticipated augmented reality headset. ‘It’s the first Apple product you look through, and not at,’ CEO Tim Cook said of the device, which the company is calling a spatial computer.
Apple Vision Pro is predominantly controlled with the eyes; users browse rows of app icons in an operating system called visionOS by looking at them. They can also use their hands and voice. Apple Vision Pro positions itself primarily as an AR device, but it can switch to full VR at the turn of a dial. The headset will retail for £2,809 ($3,499, €3,269) and will be launched in early 2024 in the US before becoming available in more countries later in the year.
Apple’s VR headset has been highly anticipated as the tool that would bring VR and AR engagement to the mainstream. We previously highlighted in The Betterverse how consumers and businesses could create new progressive digital spaces thanks to VR technology. So far, the Apple Vision Pro has received accolades for its sleek design and user-friendly interface. But there are valid concerns about its high price, potentially limiting its availability to a wider audience.
Strategic opportunity
With the growing accessibility of VR and AR worlds to a broader consumer base, it becomes crucial for businesses to carefully consider how they want to express themselves in these digital environments. Consider how to train your existing team in this technology and hire new talents specialising in VR and AR