On Friday, Apple’s U.S. retail stores will introduce the Vision Pro, the tech giant’s latest innovation priced at $3,499 – a remarkable step into the realm of augmented reality. This release stands as Apple’s most substantial product launch since the introduction of the Apple Watch nine years ago and signifies a notable milestone for enthusiasts of virtual and augmented reality, who perceive this technology as the next evolutionary phase in online experiences beyond smartphones.
While the Vision Pro’s entrance into the market is highly anticipated, early reviews express skepticism regarding its potential as a game-changer, especially considering its high price point and the modest success of comparable, more affordable offerings from Meta, the parent company of Facebook.
Described as an “astonishing” product by The Verge, the Vision Pro is acknowledged for its state-of-the-art imaging and the immersive experience of manipulating apps in a virtual space using eyes and fingers. However, critics point out significant trade-offs, including its weight, potential impact on the user’s hairstyle, and the need for a cumbersome battery pack.
Apple CEO Tim Cook, in a promotional push, graced the cover of Vanity Fair wearing the Vision Pro. Despite the device’s impressive features, critics remain uncertain about its target audience and purpose. Apple refers to the Vision Pro as its first venture into “spatial computing,” distinct from the term virtual reality commonly associated with tech enthusiasts and gamers.
While Apple showcases the Vision Pro being used for work, socializing, and app navigation in its advertisements, some critics question its practical applications. The headset offers 600 specifically designed apps and games, with a million compatible apps available, according to Apple.
Disney has partnered with Apple to provide 150 3D movies at launch. However, notable streaming services like Netflix, Spotify, and Google have yet to tailor their apps for the headset. Interested consumers can experience the Vision Pro by appointment in U.S. Apple stores due to the need for precise adjustments and training, particularly for those unfamiliar with gesture controls.
Despite reservations expressed in early reviews, analysts from Wedbush Securities predict strong pre-orders and estimate that Apple could sell approximately 600,000 units this year. Analyst Dan Ives emphasizes that Apple’s overarching goal is for the Vision Pro to seamlessly complement the iPhone and other Apple devices in the coming years.
