Vision Pro launch: Apple unable to reproduce iPhone-like enthusiasm
Vision Pro launch: Apple unable to reproduce iPhone-like enthusiasm
The technology giant launched its mixed reality glasses in New York, attracting a relatively small crowd of fans; However, the reactions to the new product were positive ("it's a real computer, not just a gadget"), and a preliminary test shows that it’s relatively resistant to falls or blows
At 7am on Friday morning there was already quite a line at the entrance to the Apple flagship store on New York City’s Fifth Avenue. Many Apple loyalists were waiting to be among the first consumers to get their hands on the Apple Vision Pro - the new mixed reality (MR) headset of the technology giant, and its biggest bet since the first iPhone was launched in 2007.
The store was opened, to the cheers and applause of Apple employees and fans, by the company's CEO Tim Cook. Among the consumers on Fifth Avenue was Yam Olisker from Modi'in, Israel, who managed to convince Cook to sign the Vision Pro box he had purchased. "I am so excited," He told the Wall Street Journal. "It will replace the iPhone one day and I wanted to be among the first to try it. I want to be part of history."
But, according to a Bloomberg reporter, even though there was a noticeable level of excitement, the enthusiasm surrounding the headset is not similar to that generated by the iPhone. The Vision Pro attracted a relatively small crowd, some buyers and some who were curious and just wanted to try it out. A few hours after the opening there was no longer a line at the entrance to the store.
Apple defines the launch as the beginning of the "age of spatial computing", and hopes that the Vision Pro will succeed in making the niche and gaming-focused market of virtual reality (VR) and MR headsets mainstream, or at least grow to become significant. And although the launch of the Vision Pro did not recreate the enthusiasm and excitement that surrounded the iPhone in 2007, Apple hopes that this will change when everyone realizes the usefulness and revolutionary potential of the new product.
Cook estimated at the opening event in New York, that future customers will be especially impressed by the interface of the new device, and "the magical way they control it", through eye movements and hand gestures. "It works the way the brain works," he told Bloomberg. "People put it on and immediately know how to use it."
The CEO of Apple also believes that the Vision Pro will gain a place of honor alongside other groundbreaking Apple products, such as the Macintosh and the iPhone. "Apple Vision Pro brings together thousands of innovations to create a product that's like nothing the world has ever seen before," wrote Cook in a memo to employees. "It's an extraordinary achievement, and as so many of you can attest, it has been years in the making. Apple Vision Pro is a reality thanks to you -- thanks to your commitment, your passion, and your contributions to the special culture that drives innovation at Apple. I especially want to thank all of the teams that have been dedicated to this project, who poured in countless hours over many years to yet again push the boundaries of what is possible."
In a conversation with CNBC, Cook referred to the high price tag of the helmet, $3,499 before tax in the U.S. "It is packed with innovation. It has more than 5,000 patents. We think the price is right considering the value it provides," he claimed.
According to Apple, 600 apps and games are available for the Vision Pro at launch. A seemingly respectable number, but one that represents a fraction of Apple's massive developer community. With the launch of the App Store in 2008, 500 applications were available for the iPhone, but then the Apple ecosystem was much less developed, and no one knew yet what kind of economic, cultural and social revolution mobile applications would bring about.
Apple has proven more than once in the 16 years since what an advantage those who hurry to enter its new platforms get. But the fact there are only several hundred apps at the moment indicates that developers are afraid of investing in the new platform. Something that is also reflected in the absence of prominent apps, primarily Netflix and YouTube.
Not all of them disapprove of the new platform. Disney has launched a dedicated Disney+ app for the Vision Pro, and is compatible with 42 popular movies, including Finding Nemo, Avatar 2, The Lion King, and select Star Wars and Marvel movies.
Meanwhile, initial reports from consumers indicate that the headset is relatively resistant to blows and falls. According to a report by a YouTuber who tested the headset, a fall from a standing height can lead to a break in the speakers and the hinge inside the headband. On the other hand, the screen and the glass on the front of the helmet showed good resistance to repeated falls, where only a fall from a height of more than 3.5 meters resulted in the breaking of the outer glass shield - but no damage to the display screen itself or the sensors.
