WWDC – Apple Vision Pro and visionOS is Apple’s next big platform play

Apple has unveiled its much anticipated foray into the world of virtual and augmented reality. visionOS and the Apple Vision Pro “spatial computer” repent a significant turning point in the technology world. But a look back at Apple’s history tells us that the Big Bang announcement is just the start. This represents a major strategy for Apple next couple of decades.

Apple Vision Pro and visionOS in historical context

In the boilerplate that appears at the end of every Apple press release are the words “Apple revolutionised personal technology with the introduction of the Macintosh in 1984” You can substitute in iPad, music players and 2001 into that statement. Or iPhone, mobile phones and 2007. Or iPad, tablets and 2010. Or Apple Watch, smart watches and 2015.

In each case, Apple took a product category that others had been a part of and gave its own spin on how it would work. In almost every case, they faced critics and even ridicule. Steve Ballmer, as CEO of Microsoft, said that most common music format on the iPod was “stolen” (ummm…. where’s Zune?) and that no-one would pay USD$600 for a cell phone.

The iPad faced its own criticism as a device that looked great but no-one really wanted. 12 years later, it’s going strong. And the Apple Watch outsells the entire Swiss watch industry.

Every product category Apple has on the market today is backed by a vibrant ecosystem of developers and accessory makers. The success or failure of visionOS and the Apple Vision Pro will rest on Apple’s ability to harness developers to create experiences on the new platform that compel users to embrace a new way of working.

So, when we think about the release of the Apple Vision Pro and visionOS, we need to not only think about it in terms of what we see today. We need to let our imaginations run ahead with its possibilities.

The Apple Silicon investment continues to pay off

When Apple acquired Intrinsity and Anobit in 2010 and 2011 respectively, it was widely accepted that Apple was preparing the Mac for life after Intel. But Apple’s investment in its own SoC (System on a Chip) technology and partnership with TSMC is paying off far more broadly than many people could foresee.

Since then, Apple has released

• Many iterations of the A-series systems in iPhones and iPads
• The M-series SoCs for the the iPad and Mac
• The T1 and T2 security chips that ensure privacy operations are processed on devices and not remotely
• The S-series SoCs that power the Apple Watch
• The H-series chips in AirPods

Today, Apple announced another new chip – the R1.

The R1 processes sound and vision at speeds other platforms can’t handle. This is critical as the Apple Vision Pro processes input from 12 cameras, five sensors, and six microphones. And it can do this within 12 milliseconds — 8 times faster than the blink of an eye. 

And let’s remember that this is Spatial Audio. So, you’re not only getting a three-dimensional visual experience but also an auditory one.

Spatial computing is Apple’s next platform

Thinking about the Apple Vision Pro and visionOS as separate things is exactly the wrong way to consider what was revealed at WWDC 2023. What we saw was the unveiling of a new platform. And, frankly, no-one else in today’s mainstream computing industry can do this. Every other foray into this kind of platform is built without control of entire experience.

While Apple’s ‘walled garden’ comes in for criticism because of alleged anticompetitive practices, the reality is it’s impossible to create a truly compelling experience without that level of control.

There will be billions of words written about the hardware and specifications. They’re important but not the real story. The real story is the emergence of a new platform and way of working with information.

Apple Vision Pro and visionOS are a long game

in a world where public tech companies live and die by their quarterly earnings reports, Apple sits largely immune from those short term assessments because:

• it continues to have strong recurring revenues from its hardware, primarily the iPhone
• the company’s services business, another source of recurring revenue, continues to grow
• its customers are incredibly loyal
• it sits on a massive bank balance in excess of USD$55B

In simple terms, it can play a long game – something it has done time and time again over the last 20 years since the iPod became mainstream. And let’s remember that the iPod is no more. Perhaps the next big announcement will be how visionOS eliminates the need for one of Apple’s other platforms. But that might take another two decades.

What will see is that versions 2, 3 and beyond will refine the Apple Vision Pro. It will become smaller and less isolating from the real world (although the nifty EyeSight feature aids with that). And the trailing cable will disappear once Apple solves the technical challenges of powering the device. At the moment, the battery pack gives a couple of hours of use or you can hook up to a wall outlet (yuck!).

The value proposition

The cost of the Apple Vision Pro is significant. The cost of $6000 Aussie dollars once you factor in conversions and GST will be a significant barrier to entry. If Apple sees the Vision Pro as an enterprise device, then it’s appealing the the same crowd as the new Mac Pro, or perhaps the Mac Studio.

Building a new ecosystem when the cost of entry is so high will be a massive challenge. Perhaps version 2 will see a lower cost Apple Vision SE come to market. Only time will tell.

When can you get the Apple Vision Pro?

The short answer for Australians is ‘sometime next year’. Apple continues with its “USA first’ release policy for new categories. If you make it to the USA, you may be able to get your hands on one in the early part of 2024 – assuming you’re ready to part with USD$3,499 (that will be about AUD$5,400 plus taxes depending on where you manage to buy one).

Image credit: All images supplied by Apple.