Apple’s Vision Pro will mean for AR and VR Marketing //

Apple announced this week that the Vision Pro headset will be available in early 2019. What we know about the device so far and what it means for marketers who are experimenting with AR or VR engagement.

“Spatial Computing” and AR. Use cases demonstrated at Apple’s Worldwide Developers Conference.

This means that users can select and run applications from floating menus in their living rooms, offices or other real-world environments. Voice commands, hand gestures, and eye movements will be used to control these objects and applications.

VR. Users can also select virtual environments, and adjust the amount of space that these environments take up on their display. Vision Pro users can also plug in full VR experiences if they choose.

Media. Vision Pro will allow users to stream movies and other content. Vision Pro headsets allow users to see their entire field of view on the display. This is an improvement over traditional TV screens. The “spatial sound” of the Vision Pro can be used to enhance content created or adapted specifically for the system. This will make the user feel as if the sounds are coming from their environment.

Why we care. Apple has waited to enter the AR/VR market while Meta has struggled to make headsets and “metaverses” seem cool and gain widespread adoption over the past two years. Apple’s iPhone was a watershed moment for the mobile marketing industry. Marketers are therefore waiting to see if Apple enters the fray.

Several AR experiences are already available via smartphone apps. If done correctly, the Vision Pro can make AR wearable. It will also make these experiences more natural with natural hand and eye gestures.

Find out more about Web 3.0, NFTs and the metaverse.

Price. The Vision Pro costs $3,499. For some context, this is about half of the price of Apple’s latest Mac Pro. In 1984, the price of Apple’s first Macintosh was $2,495, or over $7,000 dollars in 2023.

The Vision Pro costs three times as much as an iPhone. Businesses who want to provide their employees with Vision Pros must invest a large budget, comparable to that of new laptops and other hardware upgrades.

Adoption by consumers and businesses The ability to watch popular TV shows could be the gateway that leads users to adopt a new device and explore AR and VR. One way to encourage adoption is for those who use VR in the workplace to bring their devices home. Meta is pushing their Meta Quest Pro headset as a videoconferencing device and for other business purposes.

Apple’s WWDC keynote showed that the Vision Pro is able to create a realistic 3D face model using machine learning. This allows users to videoconference without having their headsets visible. This could be a better alternative to virtual meetings that use cartoon avatars.

Rolf Illenberger is the CEO of VRdirect, a platform for enterprise VR. People in the office ask about it. It’s a lack of a decision on which ecosystem to use.

The Vision Pro introduces a new operating platform, visionOS, and a brand new Vision App Store, where users can access a flood of AR/VR apps.

VR and AR in marketing Companies in several verticals have adopted or are considering VR as a training tool and safety initiative, Illenberger stated. Virtual meetings and other more general applications will take several years to become widely adopted.

AR is likely to be the first channel that marketers will be interested in once it has enough users.

Darwin Liu is the founder and CEO of X Agency, a company that provides ecommerce solutions. “One must take off before it can. I think AR marketing will really take off within the next 2-4 year and VR marketing will become more important in 4-7.

Brands will need to establish a presence in a VR ecosystem when enough customers use it. It’s still a long way from a “metaverse”, where users could jump seamlessly from one space to another and spend their digital assets wherever they wanted. Apple will only allow visionOS users to access its walled-garden. It will cost a lot to reach these customers.

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