Apple Inc. (AAPL) entered the augmented reality (AR) realm on Friday with the introduction of the Apple Vision Pro headset, positioning itself for direct competition with Meta Platforms Inc.
Equipped with 12 cameras, six microphones, and five sensors, Apple’s headset immerses users in augmented reality applications, controlled entirely through hand gestures, eye movements, and voice commands.
The AR experience operates on the new visionOS operating system and boasts compatibility with over a million apps available on the company’s app store. However, the starting price of $3,499 for Apple’s venture into virtual reality (VR) significantly surpasses Meta’s (META) Quest 3 headset, which begins at around $500 and utilizes controllers.
Analysts from International Data Corp. speculate that the “high price tag of the Vision Pro will likely relegate the device to businesses.” On a more optimistic note, Deutsche Bank Research analysts suggest that although the initial high cost may slow adoption, the Vision Pro launch expands Apple’s ecosystem and diversifies revenue streams beyond the iPhone over time.
In addition to the headset, Apple has unveiled a new Spatial Video format, recordable via the Vision Pro and iPhone 15 Pro models. This innovative feature allows users to “relive their favorite memories.” Meta, in response, announced that the Quest 3 would also be compatible with Spatial Video.
Despite a recent slowdown in the VR market, analysts express optimism about the prospects of the Vision Pro. Wedbush Securities analysts anticipate sales surpassing 600,000 units this year, exceeding their initial prediction of 460,000 units. Apple’s foray into augmented reality appears poised to make a significant impact, emphasizing the company’s commitment to pushing technological boundaries and enhancing user experiences.
