On Monday, Apple Inc granted analysts and media outlets, including Reuters, the opportunity to test its highly anticipated Vision Pro headset, which comes with a hefty price tag of $3,499. However, it quickly becomes apparent that this device is not yet targeted at the mass market. Test-driving the headset requires a setup session with Apple staff and a visit to a vision specialist to ensure proper fit and functionality. Consequently, the steep price is likely to deter all but the most dedicated Apple enthusiasts and business users. Carolina Milanesi, an analyst with Creative Strategies, noted that Apple is taking a different approach by launching a premium-tier product first and aiming to lower prices as the technology evolves.

Apple’s release of the Vision Pro headset is an attempt to compete with Meta Platforms Inc in the emerging headset category. Although Meta Platforms Inc has already launched several headsets, it has struggled to break free from a virtual reality market long dominated by video games.

The Vision Pro headset features a “digital crown” reminiscent of the Apple Watch, allowing users to tap and turn it for seamless transitions between the real world and the virtual world. Walking around a room or immersing oneself in a 3D film feels natural, and users can even witness a virtual butterfly landing on their outstretched hand.

During a demonstration to Reuters, the device experienced a glitch, requiring Apple staff to perform a reboot. This incident highlights that Apple still has some technical issues to address. Here are the key takeaways from the demonstration:

  1. Real-world presence: By default, the Vision Pro headset enables users to see the outside world in full color. Even when fully immersed in a virtual world, exterior cameras monitor for the presence of other humans. As someone approaches the user, their image gradually materializes within the virtual environment.
  2. Hollywood’s interest: Apple showcased a series of “immersive videos” captured with proprietary cameras, allowing viewers to step inside and explore the scenes from different angles.
  3. Startling sense of place: In one video, a tightrope walker positioned between two mountains gradually moves closer to the viewer, inducing an unsettling urge to look down into a daunting chasm below. The realistic experience can also reveal out-of-place details in polished productions, such as a cheap plastic water bottle on a piano during a recording session with a renowned singer.
  4. Business applications: Apple has primarily focused on the business case for the Vision Pro headset, demonstrating its ability to handle multiple apps simultaneously, akin to having several high-resolution displays. The demonstration also showcased how two users can share and manipulate three-dimensional virtual objects during a conference call. These features have potential utility in the corporate world, where the cost of the Vision Pro headset could be justified as a business expense rather than a household purchase.
  5. Adjusting to video calls: Apple presented a FaceTime video call between two individuals wearing the headset. While the experience resembles a standard video call, it employs complex technology to project an image of the caller, instead of relying on a conventional face-fronting device or monitor camera. To create a virtual “persona” of the caller that accurately reflects facial expressions, the system utilizes pre-loaded pictures combined with data from the Vision Pro’s interior eye-tracking system and exterior hand-tracking cameras. However, this approach can lead to a phenomenon known as the “uncanny valley,” where faces that closely resemble humans but exhibit slight discrepancies can evoke a sense of unease among users.

Apple’s foray into the virtual reality market with the Vision Pro headset showcases their commitment to delivering a premium product and gradually expanding accessibility as the technology advances. While the headset is not yet suitable for a broader audience due to its high cost and technical considerations, its innovative features and business-oriented applications demonstrate the company’s determination to shape the future of virtual reality.

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