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But they must show a compelling use case, otherwise, people will just go to the Apple Stores to try something out of curiosity.

Surely Apple has a great advantage over Meta: it can make people try headsets in the stores and show their value, so this is something that can help them in selling their devices. I think that at launch is a bit too early to expect all of this to become reality (pun intended). And it may happen, but it needs time, and it needs valid use cases. There is not a market where Apple can enter and become a leader… it should be Apple able to create the market by itself. The use cases are not clear, apart from gaming. Most people are aware of VR headsets, especially thanks to Zuck, but many people still don’t buy them. Is now everyone already using an XR headset? No. Apple came out and said “hi, we made your phone much cooler, now it is like a small computer” and people started buying it. NOKIA itself was already producing smartphones, even if they were a bit clunky. When the iPhone came out, everyone was using a mobile phone, usually from NOKIA (eh, the good old times of the 3310…). Everyone talks about the “iPhone moment” that Apple may bring to XR, but the situation in immersive realities now is not the same that there was in the mobile phone market when the iPhone was announced. The first reason is that Apple can dominate a market for how much that market is worth at that moment. But, at the same time, I think people are having too many expectations about it… let me tell you why.Ĭraig Federighi talking about Apple Mixed Reality headset We all know that: Apple is a great company with great marketing power, and for sure the day it will announce its headset, it will change our landscape, I have no doubts about it. Apple has also probably the most powerful brand in the world, so when the announcement about the Apple visor will happen, every single magazine in this world (mine included) will talk about it, and the web will be flooded with memes, analyses, social posts about it. As Robert Scoble highlights, Apple has also very interesting content to show, like movies and music, and some people will want to use this device to watch a good movie from Apple TV on a giant high-resolution virtual screen. And we know how Apple cares about UX, so I expect some innovations in usability and user-friendliness. It is rumored to feature a powerful M2 processor, a high-definition screen, and many sensors… so it seems a little technical jewel.

Its upcoming hybrid AR/VR visor is expected to have very interesting features, and I have heard myself some intriguing rumors about it.

I agree with you all that Apple will give a big push to XR.