Apple is causing a stir in the tech industry with the release of its highly anticipated Apple Vision Pro headset, marking the company’s first major launch since the debut of the Apple Watch nine years ago. Priced at a hefty $3,499, the device made its debut in American Apple stores this Friday, targeting enthusiastic enthusiasts of augmented and virtual reality, according to AFP reports.
Despite high expectations surrounding the Vision Pro, initial reviews suggest that it may not be an immediate game changer. Critics, while acknowledging the product’s impressive features, highlight significant trade offs, including a bulky design that can be cumbersome for users and the need for a big battery pack. The Verge dubbed the device an “impressive” product with undeniable strengths in its impactful visuals and interactive features but pointed out notable shortcomings.
After a controversial revelation at a June conference, Apple’s CEO Tim Cook took on a prominent role in promoting the Vision Pro through a Vanity Fair cover shoot, where he showcased the device without actually presenting it. Apple strategically avoids the term “augmented reality,” branding the Vision Pro as its first venture into “spatial computing.”
The marketing of the device extends beyond just entertainment, with streaming of advertised films, but also for work related tasks, social interactions, and app navigation. Apple boasts a curated collection of 600 specially designed apps and games, with ten million compatible apps available for the Vision Pro. Despite the great setup, a few key parts like Netflix, Spotify, and Google still can’t seem to adjust their applications for the headset.
The Vision Pro can be experienced at Apple stores by appointment, with a focus on proper setup and user training, especially due to unfamiliar gesture controls. Disney has partnered with Apple to present 150 3D films at launch, contributing to the device’s entertainment appeal.
While initial reviews express concerns about the immediate impact of the Vision Pro, analysts at Wesbash Securities predict strong pre-orders, estimating sales of nearly 600,000 units this year. They suggest that the device’s ultimate success will depend on its seamless integration with other Apple devices, creating synergy between the Vision Pro and the iPhone.
