Could Apple's $3,500 headset change the VR game?
The ski goggle-like device could revolutionize an industry — that is, if people are willing to buy it
Apple brought the tech world to a standstill on Monday after debuting a new mixed-reality headset that promises to revolutionize how we blend digital content with our physical world. Using a mix of VR and AR, the so-called "Vision Pro," which will retail at a whopping $3,500, turns users' surroundings into a customizable virtual desktop that's navigable using only their eyes, hands and voice. The device's shockingly-clear video passthrough will allow its wearers to scroll through the day's headlines, draw up a new design in Photoshop, or press play on their favorite movie while staying grounded in and aware of the space around them.
It's an impressive piece of technology on which Apple is betting its future, seemingly undeterred by its rivals or the lackluster adoption of other VR-centric market offerings, such as Mark Zuckerberg's metaverse. Will this luxurious gamble prove worth it? Or has the tech company effectively wagered its reputation on what will likely amount to nothing more than an expensive toy?
What are the commentators saying?
The Vision Pro "could be a big deal, and possibly even the first hint of a revolutionary new computing platform," said The New York Times' Kevin Roose. Sure, there are "plenty of reasons" it could flop, but those fail to recognize that Apple is Apple and "that it can, through sheer force of will, turn a niche product for nerds into a thing that everyone wants." Indeed, with the Vision Pro, Apple has done "what it always does" and created "a new wave of expectation for a device," added Esquire's Krista Jones. "All else shall follow."
Subscribe to The Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.
Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
For some potential users, however, the company still has to answer one big, important query, noted Stuart Miles at The Sunday Times: "What is this all for?" The Vision Pro is "truly groundbreaking and amazing, but it still somewhat suffers from the same burning question I've struggled with from all similar experiences," he said. "Why do I need it in my life?" For the purchase to feel worth it, "the device will need to be much more than a status symbol or a cool toy for developers," added Mark Spoonauer at Tom's Guide. "It will need to plant the flag for the next generation of mixed reality headsets and do so with a range of killer apps."
The headset is "not for everyone," said technology columnist Joanna Stern at The Wall Street Journal. "It's not even for most people." But where it seems to be the most helpful is in relation to "working" and "watching." To get consumers on board with this, "it's quite possible that by this time next year, there will be dozens of Apple Vision Pro headsets available at Apple Stores around the world for hands-on experiences," mused Techradar editor-in-chief Lance Ulanoff. "That may change a lot of minds and turn the Apple Vision Pro into the ultimate wishlist VR product." But whether or not it will truly capture a market "depends on how willing people are to part with thousands of dollars for what is clearly an extraordinary, premium-level VR experience."
What's next?
As far as profit goes, Apple isn't expecting much here, according to Bloomberg's Mark Gurman. In fact, the Vision Pro "could be one of the few Apple products to not provide a big margin as Apple doesn't want to completely price itself out of the market." And though it knows "sales will begin slow," the company believes this device "provides an Apple Watch-sized opportunity."
To that end, if you're one of the many unable to justify dropping $3K on a headset you're not even sure you'll use, a cheaper version that will cost the same as a "high-end Mac computer" is reportedly in development. If the rumors are true, that iteration should hit the market in 2025. Apple may also release its purportedly sleeker and more normal-looking augmented reality smart glasses, though it's estimated those won't be available until at least 2026, if ever.
Sign up for Today's Best Articles in your inbox
A free daily email with the biggest news stories of the day – and the best features from TheWeek.com
Brigid Kennedy worked at The Week from 2021 to 2023 as a staff writer, junior editor and then story editor, with an interest in U.S. politics, the economy and the music industry.
-
Women are getting their own baseball league again
In the Spotlight The league is on track to debut in 2026
By Justin Klawans, The Week US Published
-
Giant TVs are becoming the next big retail commodity
Under the Radar Some manufacturers are introducing TVs over 8 feet long
By Justin Klawans, The Week US Published
-
When will mortgage rates finally start coming down?
The Explainer Much to potential homebuyers' chagrin, mortgage rates are still elevated
By Becca Stanek, The Week US Published
-
Google Maps gets an AI upgrade to compete with Apple
Under the Radar The Google-owned Waze, a navigation app, will be getting similar upgrades
By Justin Klawans, The Week US Published
-
How will the introduction of AI change Apple's iPhone?
Today's Big Question 'Apple Intelligence' is set to be introduced on the iPhone 16 as part of iOS 18
By Justin Klawans, The Week US Published
-
FDA OKs Apple AirPods as OTC hearing aids
Speed read The approved software will turn Apple's AirPods Pro 2 headphones into over-the-counter hearing aids
By Peter Weber, The Week US Published
-
Will the Google antitrust ruling shake up the internet?
Today's Big Question And what does that mean for users?
By Joel Mathis, The Week US Published
-
Apple unveils AI integration, ChatGPT partnership
Speed Read AI capabilities will be added to a bulked-up Siri and other apps, in partnership with OpenAI's ChatGPT
By Peter Weber, The Week US Published
-
Apple Intelligence: iPhone maker set to overhaul the AI experience
In the Spotlight A 'top-to-bottom makeover of the iPhone' sees the tech giant try to win the consumer AI game
By Harriet Marsden, The Week UK Published
-
Justice Department bites Apple with iPhone suit
Speed Read The lawsuit alleges that the tech company monopolized the smartphone industry
By Rafi Schwartz, The Week US Published
-
Apple kills its secret electric car project
Speed Read Many of the people from Project Titan are being reassigned to work on generative AI
By Peter Weber, The Week US Published