Apple Vision Pro: The Spatial Computer
An XR Insider's Perspective on the Apple Vision Pro at Launch
The Apple Vision Pro (AVP) is Apple’s first attempt at a commercial spatial computer. I think a lot of coverage on this device is off and lacks understanding of both personal computers and Apple’s current position.
Here’s my take on the Apple Vision Pro along the following topics:
Apple Vision Pro as a part of Apple Computer History
Apple Vision Pro and Category Definition
Apple Vision Pro’s Lack of Apps and Developer Relations
This launch is very different from previous product launches. I’ll explain why.
Apple Vision Pro as a part of Apple Computer History
A personal computer is a stationary computer. The Mac represents Apple’s flagship product in the laptop category.
A laptop is a portable desktop computer. The MacBook represents Apple’s flagship product in the laptop category.
The form factor got smaller from a Mac to a MacBook.
A smartphone is computer that fits in your pocket. The iPhone represents Apple’s flagship product in the smartphone category.
The form factor got smaller from a MacBook to an iPhone.
A HMD (head mounted display) is a computer that is worn on your head. The Apple Vision Pro (AVP) represents Apple’s flagship product in the HMD category.
The form factor got larger from the iPhone to the Apple Vision Pro.
This form factor pattern change in size will likely affect adoption. Portability seems to be a factor in adoption of new personal computing devices. A device that reverses this trend will get different results.
Apple Hardware and Category Definition
The Mac did not redefine the personal computer category. It redefined usability by free reducing crashes and computer viruses relative to Windows based PCs.
The MacBook Pro did not redefine the laptop category. It redefined usability by improving battery life, stability and UX consistency.
The iPhone reimagined and redefined smartphones. Prior to the iPhone, smartphones came with styluses and keyboards. The iPhone stripped away all peripherals with a unified touch interface. The iPhone is also Apple’s most successful product.
The AVP aims to reimagine and redefine the XR HMD category. Prior to the AVP, XR HMDs came with controllers. The AVP strips away the controllers.
The Apple Vision Pro is not a direct corollary to the iPhone though. While it takes away controllers, it also adds a tethered battery pack to handle the higher energy usage. Meta’s Quest line of devices are untethered to battery packs.
The AVP resembles the iPhone more than the MacBook (if we ignore the tethered battery pack). Eliminating controllers forces new user experience (UX) standards for app developers building for the AVP. This forces new UX standards for hand gestures only. This is the positive that comes with having no controllers.
There are also repercussions. A lack of controllers takes away precision user inputs.
Why are precision user inputs important? Games require very precise controls.
If history is any indication though, Apple doesn’t care much about gaming. Just compare gaming options on a Mac vs PC. Let’s go with the assumption that Apple is calling a mulligan on broader gaming market. This means the gaming market goes to Meta in the early years.
Why else might precision user inputs be important? The answer is design. Apple abandoned the gaming market but won the designer market with the Mac and MacBook. Walk through any Chelsea art gallery or architecture studio and you will only see Macs and MacBooks. This is the power of defining visual culture.
Designers and creatives are an under-analyzed market segment. Designer preferences lead to a trickle down effect in adoption rate.
MacBooks became ubiquitious because of designers indirectly. The Apple Vision Pro is not friendly to designers at the moment. Especially the price point in this economy.
The other thing standing in the way of adoption is battery life. The battery pack for the Apple Vision Pro only gives you two hours of battery life. Two hours of battery life is a fun demo’ing device. But it’s not a permanent replacement for current computers.
The iPhone had great battery life relative to comparable phone’s batteries. This is not true for the Apple Vision Pro yet.
The AVP is redefining graphics. The Apple brand allows Apple to use the best graphics hardware and sell at a higher price to consumers. Apple aspires to have the AVP replace all screens one day. It’s current commercial campaign shows the AVP being used for things laptops and TVs are typically used for. This is a strategy that realistically only Apple can pull off in the current market.
When you can sell a MacBook Pro stand for $1,000 - you can also add all the bells and whistles to sell a next generation HMD for $3,499.
Apple Vision Pro’s Lack of Apps and Developer Relations
The Apple Vision Pro reminds me of Nintendo’s N64 launch when it was going up against the Playstation and Saturn. The AVP is powerful device that lacks 3rd party developer support. In this analogy the Quest devices are the equivalent of the Playstation. This not a precise analogy as the graphics and hardware for the AVP are a higher but it gives an impression of what’s happening.
Two things stand out to me about Apple and third party developer relationships:
Non-existent Pre-launch Developer Relations - I don’t know of any independent XR studios that got early prototypes
App Store negative goodwill - The Epic Games legal situation (among others) has brought negative goodwill from App developers in general
Prior to the AVP launch, Apple had non existent developer support. QA testing that is only accessible in a few select cities is not developer friendly. Developer relations and developer experience were non priorities for the AVP launch. It is certainly weaker than all existing competitors.
Independent app developers are not incentivized to have Apple be a clear winner. Why not? It maintains the same paradigm as the mobile App Store market. Third party developers are incentivized to have a fractured market where Apple has less leverage than they have in the mobile market.
Apple at the moment is similar to the Microsoft of the late 90s in terms of developer brand perception. They are viewed as powerful but non considerate. When Microsoft made their entry into the mobile market, they had similar issues to Apple. No one wanted to go out of their way to help them win. I expect the lack of apps to continue for AVP until more devices are in the market.
Apple Vision Pro Launch Conclusions
Apple is positing itself as an augmented reality device. It is doing so because the AVP then becomes a computer with digital screens. The device is presented as a replacement for other computing devices and screens. It is using spatial computing branding to set itself apart from other devices in the category.
Other XR HMDs have emphasized experiences that are unique to XR HMDs. Apple is emphasizing what is familar. The purpose of a familiar but slightly better framework is that it changes the context from “do I like spatial computing / XR?” to “is this slightly better than other personal computing devices?”
The Apple Vision Pro is a a glimpse into the future XR HMDs shrink into the form factor of smart glasses and eliminates the need for other devices with screens.
It will likely do so with an initial content drought form 3rd party developers. The content drought is likely to continue in the near future though and the device will be anchored by internal 1st party apps from Apple. The lack of controllers also makes the device less friendly specifically to gaming developers that make games requiring precision controls. The AVP will also be moving forward without designers as an initial anchor userbase.
There are the challenges.
Apple also has the best brand in the world and lots of cash that it can throw around to solve roadblocks. This is a massive advantage.
Are there any topics you’d like me to explore about the AVP in the future? Let me know!