Apple Vision, the dawn of a new era
APPLE VISION PRO
With the Vision Pro, Apple is ushering in the era of spatial computing that will succeed desktop and mobile. Here are our first impressions of this augmented and virtual reality headset, the first product in a whole new range for the world's most innovative brand.
For once, let's start with the negatives:
Its price: announced at $3500, the Vision Pro will remain unaffordable for the average person, and Apple is well aware of this, since sales targets are quite low (900,000 units in year 1) for this first version. However, the term "pro" suggests that the range will be extended, like that of Macs, to include lighter, less expensive models. But that's not the point: this product, though expensive, is a technological tour de force, and is destined to set new standards in performance and design, compared with its predecessors from Meta, Sony & Magic Leap. The Vision Pro's horizons extend far beyond the simple category of VR headsets.
In a bid to standardize the wearing of such an object, Apple has come up with the innovative idea of attaching a screen oriented towards the outside world, enabling the wearer's eyes to be replicated when surrounded by loved ones. This feature, named EyeSight, had the knack of evoking the darkest episodes of Black Mirror or invoking the dystopian future of the film Ready Player One (set in 2045 for reference). If this gimmick fails to make the imposing headset invisible, it shows Apple's determination not to cut the wearer off from the outside world, and that's the whole point of this headset, which is ultimately more AR than VR.
That said, this headset remains imposing, and while it addresses the constraints of the genre better than its competitors, the general public - even if they spend most of their time in front of other screens - is not yet ready to screw a headset just a few millimeters from their eyes. Especially since, with its promise of frictionless ultra-connectivity, the Vision Pro's advertised 2-hour battery life will in any case limit it to home use for those early adopters who do take the plunge.
Is the Vision Pro a perfect product? No, far from it, and few such innovative products manage to tick all the boxes on the first try, even at Apple (remember the Apple Watch), but where this company excels is in the quality and regularity of its iterations and their execution. While it may seem easy to take this headset at face value, it's far more interesting to ask how far the furrow they're starting to cut will go. Vision Pro is to Apple what the Roadster was to Tesla: a first product, admittedly niche, that heralds a revolution for an entire sector.
Let's see what the equivalent of the Model 3 will look like! For the sake of argument, let's take a look at the Vision Pro's truly innovative dimensions and the future it offers.
Navigation with no interface other than the helmet: forget keyboards, mice and screens, the Vision Pro offers a completely new user experience based solely on the human body. In fact, all navigation is done with the eyes, hands and voice! This innovation literally brings science fiction into our daily lives, and Minority Report-style navigation is just around the corner. In this respect, . Give it a few years, and we could easily envisage a post-smartphone, even post-device world.
While it still looks like a diving (or a ski) mask, the product design combines all Apple's expertise, and from the few test extracts available, the Vision Pro is already making the competition look like mediocre toys. The unique combination of so much know-how on the hardware and software side evokes a magical experience, which, whether you're an Apple worshipper or just a technology enthusiast, is synonymous with revolution.
Finally, Apple's commitment of so many resources to such a product experience is proof of the confidence invested in augmented reality. The horizon is set, the course is clear, and it's now up to creators, developers and investors to invent the truly transformative applications and uses. One thing is certain: AR is destined to play an increasingly important role in our lives.
Ultimately, it's the uses that will determine the future of the Vision Pro range, and here again, Apple has arguments to put forward, starting with the power of its ecosystem. The interactivity of the devices will enable quick and easy integration into consumer habits. The headset also promises to upgrade content consumption by adding a truly immersive experience, while content itself evolves from standard 2D to true 3D production.
In short, the Vision Pro opens the door to a whole future of truly immersive experiences. If we can legitimately bet on the product's meteoric rise, based on miniaturization and technological efficiency, and if we associate this phenomenon with the speed of innovation of generative artificial intelligence, we have every right to imagine an increase in credible, fluid reality within the next 10 years.
The questions now are
Where and how can we try out this headset?
What are the killer apps that will democratize usage?
How can you prepare your brands for augmented reality?
We're ready to answer them with you, between now and 2033!