In his latest Sunday newsletter, Mark Gurman highlights the significant challenges Apple faces with its Vision Pro headset, indicating that the company’s current mixed reality strategy rests on shaky foundations, far from it. iPhone and Apple Watch in their time. For its part, Meta was able to review its plans and adapt by targeting a broader market, while offering innovations. Enough to make us think about the future of Apple.
Apple overtaken by Meta
Although the Vision Pro is a true technological showcase, its lack of practicality as a consumer product, coupled with its high price of $3,499 (or €3,999), makes it inaccessible for the majority of consumers. The other two products mentioned were not perfect at the start, far from it, but they were on the right track, with definite utility.
THE American journalist points out that despite its impressive capabilities, the Vision Pro is of little interest to consumers compared to a traditional computer, in this case a Mac. On the other hand, recent announcements of Metanotably during the conference Meta Connectshow that Zuckerberg’s firm could be more in line with expectations. The new connected glasses Ray-Ban Meta, for example, are not cutting-edge augmented reality devices, but they have won over consumers with their sleek design, useful features and effective marketing — areas where Apple usually excels. Gurman goes so far as to say that these glasses could have been an Apple product, fitting perfectly into its line of wearables. Relying on the iPhone for calculations, the glasses could have been a $200 or $300 product and sold as much as AirPods.
Meta also unveiled its mixed reality headset Quest 3Soffered at only $299a much more affordable price than that of the Vision Pro. Thanks to this price, Meta has a better chance of popularizing mixed reality, especially among casual consumers who might buy it as a gift or to enjoy a more immersive experience for games or films. Adding to Meta’s momentum is their prototype augmented reality glasses Orionalthough at the prototype stage, represents a major advance in the field. The glasses Orion offer an impressive field of vision 70 degrees and use advanced controls through the eyes and hands, bringing them closer to what practical AR glasses could be. Gurman points out that Meta seems more advanced than Apple in developing AR glasses, although Apple has filed numerous patents in this area without yet presenting a similar prototype publicly. We’ve been talking about Apple Glass for more than ten years, but the Facebook group could pull the rug out from under them.
Apple’s solutions
Apple’s potential responses to this situation are multiple. One option would be to continue with the VisionProbut to release a cheaper version, with lower quality materials and internal components. Another idea would be to develop a lite version that would port much of the functionality to the iPhone, thereby reducing weight and cost. A third way would involve the creation of connected glasses similar to Meta’s collaboration with Ray-Ban, without AR but offering an elegant design and basic smart features for checking messages, taking photos or being guided by Apple Maps.
But the ultimate objective remains AR glasses autonomous, equipped with high performance lenses, cameras and tracking systems, while maintaining the light and discreet format of normal glasses. Although it is the dream of the Apple CEO, Tim Cookthe development of this product was temporarily suspended due to excessive technical challenges.
Curiously, some American media now position Meta as the innovator and Apple as the follower. Gurman points out that even Gene Munstera long-time staunch supporter of Apple, has partly sided with Meta in this debate. The failure of the Apple Car seems to have played a decisive role in this turnaround.
Apple is up against the wall
Gurman also shares his thoughts on the broader difficulties Apple has had in recent years innovating beyond its flagship products. The company lacks a coherent smart home strategy, its car project failed, and it entered the AI market late with no real added value.
One of Apple’s next initiatives in the connected home space could include the introduction of homeOSa new operating system intended to run on upcoming smart displays. Gurman describes one of these products in development as a iPad-like devicefeaturing a robotic arm, which would serve as the centerpiece for Apple’s new attempt to capture the smart home market. But rumor has it that the price of this HomePod with screen is at least $1,000. Not sure this is what will “save” the company.
Of course, Apple remains a dominant player in several sectors, such as smartphones, smartwatches, tablets and other wireless headphones, but the competition is increasingly strong. Sales figures risk starting to decline, unless the firm manages to repeat the success of the iPhone X with an iPhone Fold for example, an iPad Fold, a touchscreen Mac or even AR glasses. There was also talk of a smart ring to track health and sport.
