Apple on Monday made a highly anticipated debut in the augmented reality (AR) market with the introduction of Apple Vision Pro, a new AR headset. This marks the tech giant’s first major hardware launch in nearly a decade. According to Apple CEO Tim Cook, the headset seamlessly merges the real and virtual worlds. Alongside this announcement, Apple also unveiled its latest iPhone operating system and updates to the MacBook Air.
The Apple Vision Pro headset, priced at $3,499 (£2,849) and with a two-hour battery life, is set to hit the US market early next year. The cost is significantly higher than existing virtual reality headsets currently available. Meta, previously known as Facebook, recently launched its Quest headset priced at $449.
During the announcement at a developer’s conference held at Apple Park in Cupertino, California, the company provided limited details about generative artificial intelligence, a technology currently generating considerable buzz in Silicon Valley. Apple’s stock price experienced a slight decline following the announcement.
In terms of design, Apple Vision Pro stands out from other headsets on the market, resembling ski goggles rather than a typical virtual reality device. The company referred to the product as an “augmented reality” headset. Augmented reality, also known as mixed reality, overlays virtual objects onto the real world through a screen, allowing users to blend reality and virtual experiences.
The headset offers various capabilities, such as accessing apps, watching movies, and creating documents in a virtual environment. However, the demand for this type of wearable technology in the market remains relatively uncertain.
Hartley Charlton, senior editor of MacRumors, expressed doubts about the appeal of the headset to the general public initially. “It won’t appeal to mainstream consumers at first on account of its extremely high price point and immediate shortcomings as a first-generation device,” he said, “such as its separate wired battery pack” stated Charlton.
During the sales presentation, Tim Cook emphasized that the headset enables users to”see, hear and interact with digital content just like it’s in your physical space”. Control of the device involves a combination of hand gestures, eye movements, and voice commands.
Apple’s announcement follows recent releases from Meta and Lenovo, which introduced new versions of their existing virtual reality headsets that do not incorporate augmented elements into the real world. Meta has also made substantial investments in mixed reality; however, the industry as a whole is currently encountering challenges. The International Data Corporation reported a 54% decline in global sales of headsets last year.
Apple’s previous significant hardware launch was the Apple Watch in 2015.
