Apple announced the Apple Vision Pro at the Worldwide Developers Conference (WWDC) on June 5. The announcement video for the virtual reality headset promises many exciting new features, like a 4K screen for each eye, fancy new dual-chip processing technology, iris-scanning face recognition, an admittedly creepy render of the user’s eyes on the outward-facing screen, as well as integrated eye tracking and facial recognition technology. The headset’s announcement video also boasts the headset’s ability to support all-day usage while plugged in. That statement is probably meant to disguise the Vision Pro’s middling 2-hour battery life. Apple’s promotional material shows a person using the headset to watch heartfelt recordings of his children playing in the park. This is made slightly off-putting by the realization that whoever is watching these videos couldn’t bother to take off their headset to spend time with their children, opting to record them instead. The headset will be available in early 2024 for the low, low price of $3,499.
There had to be a catch. It’s Apple we’re talking about, after all. What could we expect from a company which famously priced a monitor stand at $999, and charged $20 for a microfiber cloth?
Apple’s marketing suggests the headset is for casual home use, but its price suggests that Apple doesn’t think the headset’s ready for mass market adoption.
The headset’s design has already come under fire for its odd resemblance to scuba goggles. I am conflicted on this headset. On one hand, it’s a technological tour-de-force, but on the other hand, no one can justify the price tag.
Don’t get me wrong. I’m not an Apple hater. As a hard of hearing person, I find myself amazed at Apple’s seamless hearing aid bluetooth integration. Apple’s depth of accessibility features shows impressive dedication to consumer quality on their part. And if the past few years are anything to go by, the headset is sure to be a fully-realized product. But for who? If you asked an Apple fan, they might say that the iPhone was clunky when it came out, but it revolutionized mobile computing. Maybe they quote Henry Ford (“If I had asked people what they wanted, they would have said faster horses.”) but that doesn’t really answer the question.
Why does this product exist? The iPhone has an answer to that question, as does the rest of Apple’s product line. But for almost $3,500, the Apple Vision Pro doesn’t have a clear answer. Maybe Apple will come up with something. After all, the original iPhone didn’t even come with an App Store until July 2008. The Vision Pro might just have an ace up its sleeve, but we’ll have to wait and see.
