My initial thoughts…
I watched this evening’s presentation by Apple of Vision Pro their latest wearable technology and marvelled at what would appear to be an incredible feat of engineering. However, I cannot say I understand the purpose of such a machine. I know it is a first attempt at trying to create a whole new category of machine but from what I saw at the presentation I fear no matter how many fine words are spoken in well polished presentations it can’t get away from the following facts:
1, The Price. “….Starts from $3300…” I am sure in future this number will be reduced as volumes increase (hopefully for Apple) but I doubt by that much. If this is the case then it will be dead in the water as there will be so few people willing or able to fork out such money. If this is the case then it will be play thing of the rich which won’t help sell Disney + subscriptions – Bob Iger made an appearance plugging how the service will be really great on the headset;
2, Battery Life. It was said that the battery pack will last for around 2 hours. After that it will have to be plugged into the mains. If this is correct you will have to have a supply of batteries at hand to use for more than 2 hours, again adding to the cost, or you are going to have to be connected to an extension cable and if so how will this work out in an office situation for example?;
3, Glasses. Anyone who has spent time at an opticians know just how long it takes to get the prescription just right by a professionally trained person. The impression I got from the presentation was the Zeiss lenses, which you will no doubt have to buy extra hence the ‘from‘ qualifier, will be fitted by a salesperson at an Apple store. I am sure that the Zeiss lenses are of the highest quality and the staff’s endeavours will be the best they can be but how much more will you have to pay and just how good will the final result be?;
4, Societal. Watching the presentation of just what a wonderful new world was being heralded in my mind kept drifting to the recent film Ready Player One. In the film the people want to spend all their time online instead of living in the real world. I know this is a far off vision but in one aspect the new product has started to dehumanise the user – the horrific digitally projected eyes of the person using the Vision Pro to show that they are looking at you on the screen of the device. We already have enough problems in society at the moment of without human eye contact being replaced by a pair of ghost eyes.
Perhaps the only positive thing I took away from the presentation was that it would be fantastic way to watch a movie unless of course you want to watch with someone else then they would have to have a set of Vision Pro’s as well. Oh and I can’t see these being very useful on a flight either with only 2 hours battery life.
I am sure there will be any number of people on social media right now telling you that this is the future and they are just as excited as Tim Cook about what the future holds but I am not one of them. This has all the appearance of a product struggling to find a role in world and no amount of Apple’s reality distortion field is going to hide the fact this has more in common with the 3D TV than iPhone. Just ask Meta.
Only history will prove which way this goes but things will have to change significantly before I will see this as an answer to a question no one is asking.