Around nine months ago, Apple launched the Vision Pro on the market with great promises. Tim Cook touted it as the ultimate medium for work and entertainment - at a hefty price of €4,000. But it is almost ironic that Cook now has to admit that the Vision Pro is not a device that is attractive to consumers. This late realization, which most buyers realized after just one or two days of intensive use, casts a critical light on Apple's initial enthusiasm. As one of the first people in Germany to purchase this device, it feels as if we have been duped.
The Vision Pro was launched with a lot of hype. Apple marketed the device as a revolutionary innovation in the world of computer media, the ultimate medium for work and entertainment. But reality quickly showed that expectations were not met. The promises of groundbreaking content that would exploit the potential of this technology have so far remained unfulfilled. The result? An expensive device that attracts more dust than user interest and at best serves as a gadget for the occasional VR movie night - although it is neither particularly comfortable nor durable.
Another critical point is the ergonomics of the device. Apple had claimed that the Vision Pro was comfortable enough to wear for long periods and serve as a kind of monitor replacement. In reality, however, the device is far too heavy, which leads to discomfort during longer usage sessions. This directly contradicts Apple's vision of creating a device that can be seamlessly integrated into everyday working life. But what is the actual use case for the Vision Pro?
It seems that the Vision Pro would be best suited to short, immersive experiences such as those found in specific industry applications or in the professional creative sector. In such scenarios, the device could be used for short design reviews, interactive presentations or specific training modules where the high image quality and advanced interaction technologies really come into their own. However, the Vision Pro offers little added value for the average consumer or for longer working hours at the computer, as the ergonomic limitations and high price prevent wider adoption.
The proprietary nature of the development platform and the associated high cost of software and hardware are just two more barriers that make it difficult to create exclusive and engaging content. Apple has failed to motivate a developer community that would take the high risk of getting involved. This is clearly reflected in the low availability of specialized content that truly exploits the potential of the hardware.
Compared to competitors such as the Meta Quest, it is noticeable how complicated Apple has made the interaction process. Decisions such as gaze control, which is expensive and time-consuming to calibrate, raise questions. Was Apple simply trying to differentiate itself from the competition, or did it really believe that the world was waiting for these innovations?
Despite the apparent failure of the Vision Pro, Apple's ambitions in the field of virtual and augmented reality remain strong. Recently, Tim Cook hinted that the Vision Pro was just the beginning of Apple's journey into VR and spoke of a more affordable version of the headset already in development. This new model, which omits some premium features, is expected to maintain the high-quality Apple experience while lowering the cost. Early estimates suggest a price of around 2300$ - still significantly higher than more accessible options such as the recently launched Quest 3 at 329$.
Going forward, we can only hope that Apple learns from this experience and develops a strategy that both inspires the developer community and delights users. Without a clear and supportive approach, even the most impressive device will struggle to succeed if it is isolated from an ecosystem of innovative and engaging content.
Are you interested in developing a virtual reality or 360° application? You may still have questions about budget and implementation. Feel free to contact me.
I am looking forward to you
Clarence Dadson CEO Design4real
