Will Apple’s Vision Pro Change Marketing?
Apple recently launched its latest innovation, named Vision Pro. Why has this seemingly sophisticated goggle headset—which, aside from being created by an iconic brand name—been greeted with so much fervor?
The power of Apple
Apple has power like no other iconic tech company. This was proven earlier this week with the announcement of Vision Pro. Let’s begin by saying this product is not perfect. (At least not yet.) At this point in time, Vision Pro is unwieldy to manage, has yet to “prove itself”—but can command a sale price of $3,500. That’s power. (Well played, Apple.) But why such a high price for a product that still has noticeable bugs which need to be worked out? To answer this, let’s find out how Vision Pro is structured and what its capabilities are…
How does Vision Pro work (and is the hefty price tag justified)?
As Apple proclaims of Vision Pro: “Welcome to the era of spatial computing.” Through the Vision Pro headset, digital content is blended with a user’s physical space. Navigation is possible by hands, voice—and even eyes.
- Entertainment: If a user wishes to use the headset as an entertainment center, Vision Pro presents an immersive experience which can turn any space into a luxurious theater space, complemented by 4K imagery.
- Photos and videos: While on the topic of imagery, Vision Pro also holds the distinction of being Apple’s first 3D camera. Users may shoot photos and video and create what may be called “picture albums of the future.”
- Video meetings: Due to the COVID-19 pandemic, meetings via Zoom or other video formats became popular and even standard for many people. The FaceTime video tiles offered by Vision Pro are life-size, and the “room” where everyone meets simply expands when another person joins.
So, there is a lot to Vision Pro which may warrant the $3,500 price tag. But still, are that many people willing to pay that amount? And are they patient enough to wait until the technical difficulties are fixed? Many marketers have faith…
Will Vision Pro vault marketing into the future?
Despite the strikes against it, Vision Pro has been greeted with unparalleled enthusiasm among marketers. A recent article in Digiday quotes Matt Robison, a former Apple executive, who stated this latest release as a “gold rush moment.” Aside from what it can do for entertainment, photo, and video, Virtual Pro has revived interest in the possibilities of augmented reality (AR) in marketing.
Through a combination of the capabilities listed above, a marketer could feasibly interact with members of his or her target audience as never before. Engagement of content, immersive demos, interactive experiences, and ads would take place between marketer and audience.
Could this be the scenario for how marketing will be conducted in the future? Maybe. Maybe not. Time will tell. But with Apple behind it, Vision Pro has a fighting chance to be a game changer.