Apple released its first head-mounted display worth 25,000 yuan, but its stock price fell. Can the 'super-large Apple Watch' save the Metaverse?

In the early morning of June 6th, Beijing time, Vision Pro, a head-mounted display device that Apple spent 7 years developing, made its debut at Apple’s annual Global Developers Conference. Vision Pro is priced at US$3,499 (approximately RMB 25,000) and is expected to be launched in the United States early next year and in other countries and regions later.

↑Vision Pro

This is the first new category of hardware product released by Apple since selling smart watches in 2015, and it is trying to redefine the XR industry, which is still in its infancy, just like the launch of Mac, iPod, iPhone and iPad. The difference this time is that Apple is launching at a premium price and jumping into a market that hasn't yet resonated with consumers.

Before the release of Vision Pro, Apple's stock price rose by more than 2% on Monday, hitting a new intraday high of $184.95, but it fell again after the release of Vision Pro. As of the close of the day, the stock fell 0.76% to $179.58. This morning (6th), MR concept stocks and Apple concept stocks fell sharply.

Become the revolutionary product that Steve Jobs said:

Bringing the digital world to the real world

"Every once in a while, a revolutionary product will appear." In 2007, at the launch of the first-generation iPhone, Steve Jobs used this sentence as his opening remarks. Cook summarized the two revolutionary experiences Apple has brought to consumers: "Mac brings us into the era of personal computing, and iPhone brings us into the era of mobile computing." He believes that Vision Pro will bring "the era of spatial computing." , seamlessly blending the digital world with the real world.

When using a Mac, users need to hold the mouse, and when using an iPhone, they need to hold the screen. However, when using Vision Pro, they do not need to hold a handle - this is different from other VR devices on the market. Users can operate and browse applications directly through voice, eye tracking and gestures. American trial wearer Joanna Stern said after the experience: "With Vision Pro, your eyes are the cursor and your fingers are the buttons."

Vision Pro is an MR device that can provide both augmented reality (AR) and virtual reality (VR) modes. Users can use a knob to "gradually" switch between VR and AR types. Joanna said there is a knob on the headset that allows her to adjust her "immersion." "To see more of the virtual world, you scroll in one direction; to see more of reality, you scroll in the other direction."

↑The degree to which users can be virtually immersed through the knob

In order not to isolate users from the outside world and allow users to still communicate freely with real people, outsiders can "see" the user's face on the Vision Pro screen. When switching to full VR mode, the screen will turn to glow and cover the user's eyes to indicate that the user does not want to be disturbed. “The Vision Pro is unlike any other headset I’ve tried, I can easily see switching between the real world and the digital world,” said Joanna.

Apple said that their products emphasize bringing digital software into life; companies such as Meta are trying to introduce people to the digital world of the "metaverse", but Apple is trying to bring the digital world to the real world.

"A 3D camera":

Use unlimited canvas, take 3D photos, catch 3D butterflies

"Wow... the interface and gestures are so intuitive, 3D movies finally make sense, I really feel like a giant dinosaur is breaking through the wall in front of me." Joanna exclaimed, "In a short video , children in three-dimensional space sat on a 3D sofa and blew out the candles on a 3D birthday cake. In one demonstration, a 3D butterfly flew over and landed on my finger."

Vision Pro is also "Apple's first 3D camera" and supports recording 3D video. Its entire body contains 12 cameras, 5 sensors, and 2 4K micro-OLED screens with 23 million pixels and a single-eye resolution of more than 4K, which alleviates the frame drop and dizziness problems of many current XR devices. However, there are still people who try it and say they sometimes "feel dizzy." Apple says the Vision Pro screen has 64 times the pixel density of the iPhone.

In addition, users can also make video calls with others while wearing Vision Pro. The lens on the front of the headset and the LiDAR laser scanner can identify and establish the user's "3D image", so the user can also use a 3D "self" to span long distances and appear in other people's Vision Pro. Joanna said that some expression recognition is not very accurate, but it can still stick out the tongue, extend the hand, and change facial expressions.

Vision Pro also creates an “infinite canvas” that allows apps to break through the limitations of traditional displays and bring users a new 3D interactive experience. Through these interactions, users can adjust the size and position of the application at will, such as zooming in on a movie to 100 feet to fill an entire room.

↑Users can browse software applications on the top of the desktop

Developers studied the heads of thousands of people:

"Head feels" like wearing an oversized Apple watch

Vision Pro looks like a set of futuristic ski goggles. The outside of the headset has a 3D laminated polished glass panel and aluminum alloy frame, and the inner eyecup is made of fabric. The headband adopts an adjustable elastic design. In order to ensure thinness and performance, Apple equipped it with M2 chip and new R1 chip. The R1 chip is mainly responsible for transmission. Officials say that transmitted data can be reached in 12 milliseconds, faster than the blink of an eye.

Apple said that in order to ensure the comfort of its products, developers studied thousands of people’s heads and applied for more than 5,000 patents. Apple has also cooperated with Zeiss to develop magnetic lens inserts, so myopic users can also use Vision Pro.

From the material and design point of view, Vision Pro has achieved maximum “weight reduction” while ensuring performance. However, in actual hands-on experience, its weight still feels present to the user. Joanna, an American tryer, said: "It's not for everyone. It's not even for most people. During my 30-minute experience, it pressed hard on my nose and made me a little nauseous."

Apple told Joanna these conditions will improve by the time it ships early next year. Joanna admitted that the first 15 minutes were a great experience. The headband is made of a similar material to an Apple Watch band, she said, "like wearing an oversized Apple Watch." "It's so warm around the edges around the screen. I couldn't believe how comfortable it was — more comfortable than the Meta Quest Pro or Quest 2 Much more." However, after 15 minutes, she "started to feel a weight on her nose and forehead." Apple said the discomfort was because the device didn't fit her face properly.

The head-mounted display market demand is weak

Other companies: Apple’s entry is definitely a good thing

Apple’s marketing and technical prowess is unquestionable, and it has convinced consumers to spend more and more money on smartphones, but this product may be one of its biggest challenges. Investors remain wary of Apple's Vision Pro. Cook emphasized that the device is just the "beginning" of the journey, suggesting that future models may overcome some of the hurdles the original Vision Pro faced.

The launch of Apple’s head-mounted device comes at a time when the market for virtual reality (VR) devices and augmented reality (AR) devices is facing uncertainty. According to research firm International Data Corporation (IDC), head-mounted device shipments will fall by more than 20% in 2022. According to reports, venture capital investment in VR startups has also dropped significantly from a few years ago. Last year, the total investment was US$4.8 billion, while VR investment reached US$6.3 billion in 2019. And, these funds may also include funds flowing to generative artificial intelligence.

Currently, Meta Company is the “leader” in the VR headset market. According to IDC, Meta headsets account for nearly 80% of the market share. Among them, the more reasonably priced Meta Quest and Quest 2 VR headsets have higher sales than most products. The company just released a new product, the Meta Quest 3, ahead of Apple's release of the Vision Pro. According to reports, more than half of people who purchased Meta headsets stopped using the devices within six months.

But some remain optimistic that mixed reality headsets will become mainstream, in part because Apple has entered the fray. Due to weak demand in 2022, IDC, after revising its outlook for VR-AR shipments this year, still expects shipments to grow by 14% in 2023 and continue to grow in the next five years. "Sony's new PSVR2 and Apple's entry into the field will help drive more sales, while new devices from Meta and Pico are expected to It will be launched at the end of 2023 and will build momentum for VR in 2024."

The debut of Apple’s headset brought “a lot of attention” to this market and could actually help competitors rebound from market lows. "It helps educate users. That's what Apple is very good at," Jitesh Ubrani said.

Some headset companies are looking to Apple to bring technology and spotlight to this market. Peggy Johnson, CEO of AR company Magic Leap, said Apple's entry into the market is "definitely a good thing" for other companies. "For over 10 years, we've basically been in isolation," Johnson said. "So when we see anyone entering this space, it's great because it helps the entire ecosystem." Anan, CEO of VR/AR company Spatial "I think this could be the year that really 'captures the imagination,'" De Agarawala said.

Red Star News reporter Deng Shuyi

Editor Peng Jiang Editor-in-Chief Guan Li

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