Product, which unites augmented reality with virtual reality, will be launched in early 2024 and marks a new moment in technology
Apple introduced the Apple Vision Pro to the market, a pair of glasses that mix augmented reality (AR) with virtual reality (VR), during the WWDC 2023 event, which took place this Monday (5).
The company’s new bet took seven years to produce and should hit the market in early 2024 for US$3,499, the equivalent of R$17,200.
According to Tim Cook, Apple’s CEO, the device was made for people to look “through it and not through it” and provides an immersive experience for users, allowing them to watch videos, make video calls, browse the internet and control 3D virtual objects using voice, eyes and hands.
During the presentation, the company also demonstrated features and planned content for the product, which includes interactive games and videos from The Walt Disney Company. In addition, it was also announced that the Disney+ streaming service will be available on the device. “We believe the Apple Vision Pro is a game-changing platform that can make our vision a reality,” said Bob Iger, Disney CEO.
Opportunities
In addition to technology, the launch of the company presents new business opportunities for the market. With the device, companies will be able, for example, to hold online meetings and training in a more realistic and interactive way, project computer and cell phone screens with augmented reality.
According to Joo Vitor Rodrigues, professor of digital marketing at ESPM, two sectors that must undergo a transformation due to Vision Pro are games and entertainment.
“What we do today through TV can change a lot after this launch, but it is important to consider that this is a product that has a very high price, even for the American reality. These transformations should come over time, but the The fact that Apple took the lead is already important,” said Rodrigues.
For the advertising market, specifically, Mariana Munis, professor of marketing and consumer behavior at Universidade Presbiteriana Mackenzie Campinas, pointed out that technology gives companies the opportunity to test their products and ads in an immersive way with customers, but warned about the importance of not disrupt the user experience.
“There are countless possibilities for the advertising market to use Apple glasses, however, the most important thing is that this does not disturb the user experience. The brand must be there to help you have a good experience”, said Mariana.
The ESPM professor justified this line of reasoning, stating that the new glasses should heat up the discussion about making advertising less invasive to the consumer.
“With this experience, advertising will not be able to interrupt, at least not in the type of immersion proposed by Apple. I think that advertising has a huge challenge in continuing to rethink its place with the public, with the audience and understanding, researching, advance in the ways of being with this public on occasions that are relevant, but that make sense and manage, in fact, to generate value for the brand without seeming invasive”, completed the professor.
On the other hand, Richard Yao, Strategy and Content Manager at IPG Media Lab, told the The Drum that Apple’s launch will not become a mass platform at launch, or even within a few years. For him, it will take several iterations for the Vision Pro to assume the role of the main screen for media consumption and digital interactions.
“Brands should work with developers to leverage new tools like Unity, whose 3D object format Vision Pro supports. They should also leverage Apple’s Reality Composer Pro developer kit to not only extend existing mobile augmented reality experiences to massive dimensions. that fill the room, but also to create new native VisionOS experiences that take into account new user interface features such as eye tracking and hand control.
