The upcoming Apple Vision Pro headset is an amazing piece of technology, but its high price point and lack of hardware-exclusive features will prevent it from going mainstream as Apple hopes.
Apple Vision Pro is Apple’s long-awaited take on virtual reality (VR). The headset – which is set to launch in the US on Feb. 2 – makes use of both VR and augmented reality (AR) features to function as an independent computing device, complete with the same M2 chip found in recent Mac products.
While VR headsets are often associated with gaming, Apple’s approach is focused on a variety of general uses, similar to iPhone or Mac. Users will be able to watch movies on a gigantic, simulated screen, take and view 3D photos, browse the web, work on projects and communicate with friends through FaceTime, to name a few examples. The device is intended to integrate with other products in Apple’s lineup, so those who are already well-acquainted with Apple’s ecosystem will find additional benefits when using their headsets.
While the headset has not yet been released at the time of writing, Apple’s marketing makes it clear that every component of the device has been carefully considered and configured. Each of the Vision Pro’s two screens (one for each eye) has more pixels than a 4K TV, with the two displays sharing a total of 23 million pixels.
Apple’s new Optic ID security system is an evolution of the Touch ID and Face ID systems found in iPhones and iPads, and will allow users to unlock their headsets and make purchases using their unique irises. An exterior display projects users’ eyes to the outside world so others know when the wearer is not immersed in a simulated environment.
Perhaps the coolest part of the product is the way it is controlled. Apple Vision Pro will not feature traditional controllers like its competitors; rather, it is controlled simply through the eyes, hands and voice.
To navigate a selection screen, users must simply glance at the option they wish to select and tap their index finger to their thumb, which is monitored by an array of exterior cameras. Pinching fingers functions the same as a “click,” and this is a major way of interacting with the world within Apple Vision Pro. There’s no need to worry about losing your controllers or having them run out of battery; your body comes with everything you need.
Naturally, the device isn’t without drawbacks. The massive power of the device means that it will only last for about two hours of general usage, and that’s with the external battery plugged in.
The many features of the Vision Pro also won’t stop the inevitable issue that the large, cumbersome device detracts from the authenticity of outside conversation. It doesn’t help that Apple’s suggestion to capture videos using the headset looks more like something out of Black Mirror than a useful advancement toward the future.
Regardless of these issues, however, there’s no denying that the technology on display here is absolutely incredible.
As more of Apple’s annual products become predictable and boring, the Vision Pro is a bold leap toward genuine innovation. Its accessible control method – which, again, only requires the eyes, hands and voice – makes this device understandable to the average consumer rather than only tech fanatics. Apple has claimed that the device will begin the “era of spatial computing,” and all of its features seem to align with that philosophy.
It’s unfortunate, then, that the device’s shocking price point will prevent this from becoming a reality.
The device starts at a whopping $3,499 USD (or approximately $4,700 CAD, although an official Canadian price hasn’t been revealed yet). Now, it’s worth mentioning that this probably makes sense from a manufacturing standpoint – these devices can’t possibly be cheap to produce – but that doesn’t stop this price from likely being far too high for the average consumer.
Apple is already selling the most premium iPhones for incredibly high prices, with the iPhone 15 Pro Max starting at $1,749 CAD. While many consumers won’t choose the most expensive iPhone, it’s necessary to keep in mind that these are products that they are already familiar with. Having a smartphone is often a necessity in modern Western culture, so people are aware of what they’re buying and why it’s important to own. Many people also use their phones as computers to browse the internet and communicate, so paying high prices for a reliable “daily driver” has become the standard.
The same cannot be said for the Apple Vision Pro. As cool as the technology is, it’s hard to believe that the average consumer will be convinced to spend thousands of dollars on a product that they’re probably doing just fine without.
The original 2007 iPhone was released at a starting price of $499 USD. It was certainly no small expenditure, but even with inflation, it was a far more reasonable starting price than the Apple Vision Pro.
The iPhone 3G, released in 2008, started at $199 USD, meaning that the quickly growing smartphone phenomenon could be experienced at a relatively low entry price. By comparison, the Apple Vision Pro’s price makes it feel like more of a luxury than a necessity – contrary to what Apple is likely hoping for – and it’s hard to imagine that it will go mainstream without a major price drop.
Many consumers can likely do everything the Apple Vision Pro can using the technology they already have. For example, watching a movie on a giant screen through a powerful headset probably feels amazing, but many consumers already have access to a TV or personal device that is capable of playing the exact same films. It might not feel as groundbreaking as the experience provided by the Apple Vision Pro, but there’s no need to spend thousands of dollars to watch movies on a new device when you already have a TV.
Likewise, completing work through the headset probably feels sensational, but that feeling’s not worth spending $3,499 USD on when I can complete the same tasks using my laptop or tablet. In other words, there aren’t any practical features that are fully exclusive to Apple’s headset that makes it a must-buy for the average consumer.
It’s not just that Apple Vision Pro feels like a luxury product; it is a luxury product, and this combined with its egregious price will stop it from ushering in the “era of spatial computing” as Apple hopes. There have already been several attempts by other companies to make VR headsets mainstream, and they have all failed to do so. While Apple’s attempt is certainly the most impressive and ambitious venture into VR yet, the Apple Vision Pro’s high price point and lack of exclusive features will likely cause it to suffer the same fate as its competition: a device lauded by tech enthusiasts that never really catches on in the public eye.
