Spend even 30 minutes with the Apple Vision Pro and you’ll be impressed. I’ve largely given up trying new hardware at launch because it is hard to set up, buggy and overall so frustrating that it’s not worth the hassle.
But AVP is different. The screens are gorgeous. The scrolling and overall user interface is fluid. (There are definitely things that I would do differently.) It did crash a few times while I was using it.
It’s the best V1 of a new product that I’ve seen in a long, long time. The included demos are amazing. You can feel yourself walking alongside dinosaurs or walking on a rope suspended above water. You can watch a Disney movie inside the Disney theater in Hollywood; the movie is presented on a giant screen around a model of the theater.
(Incidentally, I was part of market research study sponsored by Apple a few years ago. Based on the tests they did and the scans they took of my face, it was most likely for development of the AVP.)
The current headset is roughly 1 1/2 pounds. It’s a bit uncomfortable to wear for more than 30 minutes. Some people have complained that they feel nauseated from the experience, but I didn’t have that issue. (If you get dizzy watching IMAX movies or at Disneyland video rides like Avatar, you might want to sit this one out.)
Apple, true to form, nickel and dimes you. A case is $200. A belt clip is $50. Both are necessary. Without a case, you could easily end up with a $2,500 repair bill. This is not a device you just want to throw in your backpack. You’ll need the belt clip if you want to stand up and walk around.
The biggest challenge, besides the price, is the lack of software. Once I finished with the awe-inspiring demos, I was left with the question “what next?” What can I do that is significantly better than on other devices that don’t cost $3,500? The answer today is not much. Certainly not enough for me to keep the device. (I’ll be returning it to Apple.) But I envision a lot of use cases as the price comes down, the device gets lighter and it becomes more comfortable.
Video
With the gorgeous screens, it’s a great device for entertainment. But only if you like Apple TV+, Disney or Max. Want Netflix, YouTube or Peacock? You’re out of luck. If I’m Netflix, I hold back launching on AVP. Apple needs them. It’s a great leverage point for negotiations to reduce the vig Apple takes on in-app subscriptions. Right now, it’s not like Netflix is going to get additional subscribers by launching on AVP. If you can throw down $3,500 for an AVP, there is a very strong chance you already have Netflix.
Usage of in-home video consumption has changed dramatically over the last decade. It’s no longer immersive. People are frequently multitasking, using second and third screens to check email, engage with social media and play games. Video consumption is also frequently done with other people – each person in a family using a $3,500 headset seems unlikely. It’s not as immersive, but I can buy a 65″ OLED TV, premium Sonos sound system and Chromecast for less than that, and everyone in the room can watch.
I also had trouble drinking while wearing the headset because the can bumped up against it.
Games
Any device this powerful will inevitably be used for games, the screens alone will create an immersive experience.
The big challenge here is that it’s competing with Oculus. There are hundreds of games already available. At 1/10 the price of an AVP. The price dramatically reduces the TAM for game developers. Unless you can port a game from Oculus for next to free, it’s not worth doing it yet.
Another challenge is the lack of controllers. Apple’s pinch interface isn’t suitable for a lot of games. I expect that eventually Apple will support other gestures and controllers.
Training
This is where I see the biggest bang for the buck at today’s price. To the extent that it can reduce the costs or improve the quality of training, it can pay for itself.
Imagine applications like training surgeons or auto mechanics. They could practice in a realistic space without damaging real equipment or needing a lot of cadavers.
Travel
I love to travel. I’ve visited hundreds of cities around the world, awed at the spray and noise of Iguazu Falls in Argentina and hiked to Machu Picchu. Unfortunately, not everyone has the time, resources or physical ability to do that.
Apple has created a maps product that in most ways exceeds Google Maps in the United States. I’m surprised that Apple didn’t create at least a beta version of the 3D views it has captured for Apple Maps. Not only would it show off the AVP, it would show off how much further ahead Apple Maps has gotten.
Work
I’m not a believer in the widely discussed sit-around-in-a-virtual-conference-room use case for AR/VR that is often touted. It isn’t additive. People already tire of Zoom meetings where the only impression on them is a camera. Add in a 1 1/2 pound headset? No way.
But there are plenty of other applications that would actually use the capabilities. Imagine a surgeon seeing an overlay of an MRI on her patient in the OR. An air traffic controller guiding planes in real time with a 3D view of aircraft and terrain. (I 😂 as I write this given how ancient the technology FAA uses is, but a guy can dream.)
More immediate use cases:
- Architects placing renderings of a building in a downtown to show to zoning boards.
- Urban planners showing residents what a new park would look like.
- Utility workers identifying buried power lines.
Porn
(Feel free to skip this section; I include it for completeness.)
Let’s face it – porn will be a common use for the AVP. Porn has driven the adoption of many emerging technologies, including the VCR, DVD players and even the Internet itself. I expect point-of-view porn to be especially compelling.
Because it is a closed ecosystem, you’re unlikely to get native porn. Just like with iPhone and iPad, Apple won’t allow developers to create porn apps. For now, the Web browser or Photos app will have to suffice.
Although most Web pages are 2D, there are emerging toolkits that will allow 3D. The Photos app in AVP displays 3D spatial photos and videos. If I were shooting porn today, I’d use an iPhone 15 Pro to capture spatial video so that I have a library ready to go as adoption of the AVP increases.
I can envision so many other possibilities for the Apple Vision Pro. If we get even half of them, Apple will has pushed the world forward.
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