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Apple Just Destroyed The Incumbent XR Market In One Keynote

Apple is classic second mover advantage. They waited till everyone else fucked up, learnt from the mistakes then entered the ring. Time will tell whether even this strategy will work for the consumer.

The next trick is selling a revised iPhone with 3D cameras plus a Vision Pro both as subsidised devices with carriers, either together as a package deal or separately. I can’t see many outside the US throwing down $3,500 for a unit on its own so Apple is going to negotiate with other territorial markets on the best strategy and partner like they did when the first iPhone was released.

This is too important for them to fuck up the distribution side. It might sell well for corporate use with the app ecosystem and OS strategy in place but as a consumer device, they’ll need something more than Disney Plus and video games to make this work at that price point.

The end result is that nobody is wearing these outside, this is purely for sitting on your sofa or in an indoor environment. So we still wait for that magical XR moment where you can take it outside for everyday use.

Here’s the rest of my WWDC takes taken at the time of each announcement.

So Apple basically doing the marketing that every other XR, AR, VR company failed to do with Vision Pro. This is the thing — Apple built an ecosystem that takes advantage the moment you buy the Vision Pro. Everyone else has nothing.

Just wait till you can get these Vision Pro goggles for less than the price of a 4K/8K OLED TV and that’s going to make people sit up and take notice.

Now makes me wonder whether Samsung, LG, Sony and other TV OEM execs are currently shifting uncomfortably in their boardrooms knowing that in a few year's time there will be future purchasing decisions between a headset and a TV and the TV will lose.

Back in April I had a really interesting call that made me throw an idea off the cuff — take mixed reality, artificial intelligence and spatial audio and you have spatially sourced interfaces that are voice-activated. A lot of the current mixed reality solutions rely on passthrough so you can see the keyboard, or have hand-wavy UI but we’re already seeing the future beyond that with generative ai similar to what McKay Wrigley has been posting videos on.

So, take that one step further and you have an AR/MR setup where you are talking in natural language to develop interfaces or building environments and content using AI agents — and not just one agent but several which are spatially oriented so you can bark instructions at depending on their 3D location.

I can’t help but think that mixed reality has been waiting for something like ChatGPT to come along to give it its own “iPhone Moment” and if Apple and do finally reveal a set of goggles and they don’t invest in building a far more advanced Siri into the headset for this kind of use case then someone else will.

Here’s my Twitter live takes from the whole thing.

Code New Worlds sounds more like a new language for spatial computing than glasses tbh
A rival for Epic’s ‘Verse’

M2 Ultra is the first hint at homebrew generative AI.

Mac Pro with all the options ticked is probably about $120k and you still have to pay for a keyboard and screen….I mean XR device.

Live Stickers are about to go XR, you can just tell.

NameDrop another XR feature when two people have goggles and iPhones in the same space.

They’re going to make Widgets available on XR, aren’t they.

And he’s using interesting words here; glance, glimpse, focus, continuity etc

I wonder if you’ll be able to use a PS/ Xbox controller with their XR device rather than a native controller, or as a bonus. Interesting Bluetooth statement about it.

So WebApps is going to be on XR too.

Adaptive Audio will be for XR too.

AirPlay another XR component to seamlessly switch between devices.
This is pure walled garden.

All the tiny incremental UI and UX widget and app bullshit is pointing to a unified walled garden for XR.

Apple Watch plus goggles means more positional and fitness data.

True Depth doodah will be used for children using XR to assess usage etc no doubt

Those projected eyes are freaky AF
You’ve got to be a rude mf to not take off your headset when someone else comes into the room rather than make you look at your freaky “EyeSight” orbs.
Is this going to be a new social norm?

3D cameras will come to iPhone next.

Which will be the first airline to offer Vision Pro as a Business or First Class experience?

2hrs with a battery pack otherwise you’re tethered….

Apple just killed that new AR laptop startup today. Sightful’s AR laptop was announced at AWE last week and got killed by Apple today. Startup life is fucking brutal.

Audio ray tracing lol
I’m sure Yamaha would have a word with Apple about that and their old soundbars.

Can’t wait to hear how much this thing is and how much all the bloody accessories will be.

I bet there will be a Vision Pro Ultra for industrial use next year with the M2 Ultra chip in a separate box.

“The start of an entirely new platform.”
Again, the whole thing connects into an ecosystem nobody else bothered to work on.

I fucking said this a couple of days ago! Nobody is taking existing apps that people use every day into AR to make it useful from day one. Apple just drops it as a comment.

OpticID, another biometric that Apple will capture into their walled garden…yes, it’s all about privacy but you’ll never leave this ecosystem once you’re in it.

5,000 patents means no fucker will be able to compete.

STARTS at $3,499.
LMAO no

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