top of page

Apple Vision Pro: What on earth will we use it for?

By Simone Clow

Co-founder at Zebrar

Take an inside look at Apple Vision Pro and its potential to disrupt industries.

It’s been over 2 weeks since Apple revealed the #applevisionpro. Those not involved in tech probably wonder what all the fuss is about, and those in the tech industry are divided on whether this product is destined for success or failure.

The reality is that with its current limitations (high price point of $US 3500; external tethered 2 hour battery; goggles (not the glasses we hoped for); Siri - which is not state of the art #ai such as #chatgpt ) this initial model will be used most likely in bespoke enterprise solutions, tech studios, and by early adopters, and will not achieve mass adoption or profitability.

However, as the world’s first immersive connected headset for consumers with user design at its core (it is effortless and intuitive to use), it is a truly historic moment. This is Apple’s product 0 with a price tag to match, but in 5 years time with production efficiencies and improvements in technology, many of the above mentioned issues will be addressed and we will start seeing mass consumer adoption - as well as Android competitors entering the market forcing prices down. Within 10 years wearable tech will not only replace the smartphone as the way we digitally connect, but completely change how we engage with technology, at work, play, and with general day to day life.

Interestingly Apple’s demo video showcased 2D screen content in 3D space:

While The Walt Disney Company demo video was full 3D content showcasing complete #immersion :

Demonstrating that this is more than your phone/computer desktop content in 3D space - but gives the user full control of how they will view and interact with all digital content in the future (spatial context). Tim Cook is arguably the best CEO in history. He is a stable yet visionary leader, so with all eyes on this much anticipated release he would have been very considered in how he wanted to present the product to the world. The demo deliberately showcases the tech as purposeful and productive - and omits anything that indicates gaming. That is where Apple deviates from Meta - Apple is not investing in the concept of digital social worlds where people hang out instead of interacting in the real world. They are providing a tool where people are actually interacting with the real world, integrating a digital layer into their view of the real world (or making it their complete world - #vr - if they wish) instead of having their heads buried watching content on a tiny device. And they are doing it in style (again this is product 0 and the design will evolve over time from goggles to glasses). Apple has a long history of success launching new products as niche high-end status symbols before they become the cultural norm with mass consumer price points (think iPod, smart phone, AirPod), and this will be no exception.

So if we are not using the Apple Vision pro for social and gaming. And if it is not only to see your screens (work desktop, apps and entertainment) in 3D space, then what else will we use them for? The answer is everything including (but certainly not limited to):

  • AR Wayfinding

  • Calls and meetings (eventually holographic)

  • AR instructions from cooking, gardening, putting furniture together, connecting your modem to exercising. For enterprise everything from assembling a car to dissecting a heart.

  • AR property visualisation from whether a new fridge fits in your kitchen, a walkthrough of your architect's vision for your new home on a vacant plot of land, to town planning for a new city/suburb

  • Machine learning (identify and provide information on skin rashes, plants, insects, birds artworks, clothing, accessories etc )

  • Bringing history to life in AR (stand at the Colosseum in Rome and see it come to life as it was in the Roman Empire complete with the stadium full of spectators watching Gladiators fighting)

  • AR Try before you buy (not only is this a useful tool for fashion and accessories but seeing what something looks like on your shape will reduce online shopping returns therefore reducing the huge fashion landfill/waste issue)

  • AR sustainability and manufacturing information (make informed purchasing decisions on everything from clothing and furniture to fresh produce)

  • AR personalised offers while physically shopping, based on your location and preferences (ie you only receive content of interest to you, not a bombardment of mass advertising and mixed messaging)

  • Enhancing your sporting experience at home or at the game with AR stats and replays

  • AI powered 3D Virtual Avatar Assistant to help with everything from shopping, banking to reminders to take your medication…

For companies incorporating spatial computing and immersive technology into their plans, the future is very bright!

Recent Posts

See All

Marketing and Morality in the Metaverse

By Simone Clow Co-founder at Zebrar Explore the evolving metaverse and its potential impact on society. Explore how companies can shape a responsible and humane digital landscape. With Meta attempting


bottom of page