Apple introduces a mixed-reality headset, which shifts attention from the term "Metaverse."
Apple introduced its innovative mixed-reality headset, the Apple Vision Pro, at WWDC on June 5th, ignoring the term "Metaverse" and calling it "spatial computing" instead.
This marked decision to label its technology as the first "spatial computer" signifies a strategic shift from the "Metaverse" marketing rhetoric widely adopted by tech giants such as Microsoft and Meta.
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While the headset will come with a substantial price tag of $3,499, it is set for a 2024 debut in the US, with subsequent global releases planned.
The term "spatial computing" takes center stage in Apple's promotional campaigns, subtly veering away from buzzwords like "Metaverse," "AR," and "VR." This strategy distinguishes the Apple Vision Pro from other similar products on the market.
The Vision Pro headset offers both augmented and virtual reality capabilities, allowing users to engage with digital content in a manner that feels physically present in their space, thanks to VisionOS, the world's first spatial operating system.
The company emphasizes the integration of hardware and software to develop a standalone spatial computer in a compact, wearable form, considered by Apple as the most sophisticated personal electronics device to date.
Mike Rockwell, Apple's Vice President of the Technology Development Group, emphasized the innovative nature of the project, saying:
Creating our first spatial computer required invention across nearly every facet of the system.
Before the announcement, Mark Gurman, Bloomberg's Apple tech reporter, hinted in a 2022 tweet that Apple would not follow Mark Zuckerberg's Meta strategy, especially in relation to the Metaverse concept. Gurman shared:
I've been told pretty directly that the idea of a completely virtual world where users can escape to — like the can in Meta Platforms/Facebook’s vision of the future — is off-limits from Apple.
While Apple's new headset sparked enthusiasm among investors hoping for a surge in Metaverse-related tokens, this excitement was dampened by a new lawsuit from the Securities and Exchange Commission.
Apple's unveiling of the Vision Pro, highlighting its pioneering venture into "spatial computing," underscores the tech giant's commitment to innovation while subtly deviating from the "Metaverse" trend.
