🕶️ Apple Vision Pro, The Good, Bad and Unexpected

Good morning!

The launch of the Apple Vision Pro is drawing nearer, and with more information revealed by Apple, people can't stop talking about it. Will it live up to the hype? With less than two weeks to go, we will soon have all the answers…

Today’s Topics:

• 🍏 What is like to use the Apple Vision Pro - The Good

• 🤔 An Uncertain Future For The Vision Pro - The Bad

• 💰 Magic Leap Gets Half-billion Dollar Boost - The Unexpected

Reading time: 6min

THE GOOD

🍏 What is like to use the Apple Vision Pro

After months of anticipation, Apple has finally decided to offer a sneak peek into what using Vision Pro will be like. The video, titled 'Guided Tour of Vision Pro,' 📹 may be somewhat scripted, but it provides a clear demonstration of how one can utilize the software. Take a look at the video:

Features:

• Real-Life Applications: The video showcases actual applications running on the Vision Pro, from navigating the interface to engaging with apps like Photos and Apple TV.

• FaceTime Integration: A highlight is the seamless FaceTime 🤳 interaction between Vision Pro users and those without headsets.

• MacBook Connectivity: Demonstrating its versatility, the headset can be connected to a MacBook 💻, enhancing traditional computing with a VR angle.

• Immersive Experiences: The tour concludes with an exciting preview of more immersive applications, such as a realistic dinosaur encounter and 3D movies on Disney Plus 🌌.

• Siri on Vision Pro: A brief segment reveals Siri's integration 🗣️, suggesting voice command functionalities.

Our Take: Apple's strategy to highlight simple, familiar functionalities in its marketing of Vision Pro is a smart move 🎯. This approach might be Apple's key to winning over a broader audience, appealing to both tech enthusiasts and the general public. By focusing on enhancing everyday experiences rather than just offering new ones, Apple could lead the way in making VR headsets a staple in consumer technology.

THE BAD

🤔 An Uncertain Future For The Vision Pro

With a launch that is almost upon us on February 2nd 🗓️, the Vision Pro marks quite a departure from Apple's usual fanfare approach when it comes to new product launches. Unlike the grandiose unveiling of the Apple Watch⌚, the Vision Pro is entering the market with a focus on developers and a gradual build-up of consumer interest. This strategy reflects the unique challenges and potential of this new technology.

The Details:

• Apple's restrained marketing for Vision Pro contrasts with past product launches, highlighting a strategic shift 🔄 in introducing new technology categories.

• Emphasis on involving developers more extensively than before, with global test labs and feedback sessions 👩‍💻, indicates Apple's commitment to refining the product through collaborative efforts.

• Acknowledging the high price point ($3,500) and current limited appeal of AR devices, Apple is playing the long game, anticipating gradual adoption ⏳.

• Content is King 🎬, partnerships with entertainment companies like Disney and artists such as Alicia Keys for tailored content underscore the importance of engaging experiences in attracting users.

Third-Party App Hesitance: A notable aspect of the Vision Pro's launch is the reluctance of some major third-party content providers to join the platform at this stage. Prominent names like YouTube and Netflix are absent 🚫 from the device's initial offering. This lack of participation from key players in the streaming and digital content sectors could impact the device's early adoption rates 🌐 and overall appeal to a broader audience.

The decision of these companies not to be present on Vision Pro at launch highlights the cautious approach being taken by some industry leaders towards new and emerging AR technologies.

THE UNEXPECTED

💰 Magic Leap Gets Half-billion Dollar Boost

As everyone's attention is focused on Apple and the Vision Pro, Saudi Arabia 🇸🇦 has invested more than half a billion dollars in the augmented reality company Magic Leap. This investment is a strategic move in the hope of competing with Apple’s Vision Pro mixed reality headset.

The Details:

• Saudi Arabia’s sovereign wealth fund has invested $590 million in Magic Leap, bringing its total external funding to over $4.5 billion 💸.

• Initially launched with consumer aims, Magic Leap has refocused on enterprise solutions 💼with its Magic Leap 2 headset, priced at $3,500 - matching Apple’s Vision Pro.

• Magic Leap's transition from its first headset to the more enterprise-focused Magic Leap 2 suggests a refinement 🔄 of its target market and product offerings.

• The entry of Apple’s Vision Pro into the mixed reality market adds a high-profile competitor 🥊, raising the stakes for Magic Leap’s success.

Why it Matters: Half a billion dollars is no small amount. Reflecting on Magic Leap's position in the augmented reality market, it's clear that the company's strategic shift to focus on enterprise applications, backed by significant funding, positions it as a notable player, particularly in specialized sectors like healthcare and military.

However, Magic Leap faces formidable competition from Apple's Vision Pro, which benefits from Apple's established ecosystem, brand loyalty, and track record of successful product launches. The future of Magic Leap in the AR landscape will hinge on its ability to leverage unique features like intelligent dimming and its open-source platform to carve out a distinct niche in the enterprise market 📈.