In a significant hardware launch, Apple has finally revealed its long-awaited augmented reality headset, the Apple Vision Pro, marking the company's first major hardware release in nearly a decade.
During the announcement, Apple CEO Tim Cook highlighted the headset's ability to seamlessly blend the real and virtual worlds, promising an immersive experience.
In addition to the headset, Apple also introduced its latest iPhone operating system and unveiled updates to the MacBook Air.
The Apple Vision Pro boasts a two-hour battery life and carries a price tag of $3,499 (£2,849). It is scheduled for an early release next year, initially available in the United States. Notably, the cost of the headset surpasses that of current virtual reality headsets on the market, with Meta's Quest, priced at $449, being a recent example.
Apple remained relatively silent about generative artificial intelligence, a trending technology widely discussed in Silicon Valley.
Following the announcement, Apple's share price experienced a slight decline. The unveiling took place at a developer's conference held at Apple Park, the company's headquarters in Cupertino, California.
Distinguished from other headsets available in the market, the Apple Vision Pro showcases a design more akin to ski goggles rather than a typical virtual reality headset.
Apple has labeled the device as an "augmented reality" tool, highlighting its ability to blend virtual objects with the real world. Augmented reality, also known as mixed reality, allows users to overlay virtual elements onto their surroundings, creating a fusion of the real and the virtual through a screen interface.
The Vision Pro enables users to engage with apps, enjoy movies, and create documents within a virtual environment. However, the demand for such wearable technology in the consumer market remains limited for now.
Hartley Charlton, senior editor of MacRumors, expressed uncertainty about the headset's appeal to the general public. "Given its exorbitant price and initial limitations as a first-generation device, such as the separate wired battery pack, it may not initially attract mainstream consumers," he stated.
Nevertheless, Charlton acknowledged Apple's history of defying skepticism surrounding new devices, often enticing individuals to embrace the latest gadgets by parting with their money to expand their technological repertoire.
During his sales presentation, CEO Tim Cook emphasized that the Apple Vision Pro headset provides users with a seamless integration of digital content into their physical surroundings, offering a lifelike experience in seeing, hearing, and interacting with virtual elements.
Controlled through a combination of hand gestures, eye movements, and voice commands, users can effortlessly select items by tapping their fingers together and scroll through content with a flicking motion.
This announcement follows last week's reveals by Meta and Lenovo, who introduced new iterations of their existing virtual reality headsets, which lack the ability to superimpose virtual objects onto the real world. While Meta has also invested significantly in mixed reality, the current state of the sector is facing challenges.
According to the International Data Corporation, global sales of headsets plummeted by 54% last year, indicating a decline in the market's performance.
Apple's previous major hardware release was the Apple Watch in 2015, and now the company ventures into the augmented reality space with the Vision Pro headset.
Thomas Husson from Forrester Research suggested that widespread adoption of Apple's new headset might take some time. He stated, "The AR/VR industry has been subject to a certain level of overhype in recent years, particularly with the concept of the metaverse and similar experiences. That's why I believe it will require more time to gain momentum."
However, Husson added a historical perspective, noting that if he had mentioned 10-15 years ago that people would be willing to pay almost $2,000 for a mobile phone, it would have been met with skepticism. In light of this, he suggests that consumer perceptions and behaviors can evolve unexpectedly.
Apple Unveils iOS17
Alongside the Vision Pro announcement, Apple introduced iOS17, the latest version of its iPhone operating system, offering a range of innovative features.
One notable addition is the introduction of "contact posters," which allows users to display a personalized picture or image of themselves on the recipient's phone when making a call. Additionally, the "live voicemail" feature offers real-time transcriptions of voicemail messages, including audio messages sent via Apple Messages.
Apple has also introduced a new system called "Check-In," designed to enhance safety and communication. With Check-In, users can automatically notify a friend or family member when they arrive home. In case of a substantial delay during the journey, the system has the capability to inform others that the user has not reached their destination safely.
The iOS17 update is set to launch in Autumn 2023, providing iPhone users with an array of exciting and convenient enhancements to their device's operating system.