Doug Logan

What the Apple Vision Pro means
for Luxury Brands

It's been years since Apple released a truly innovative device. Since the Apple Watch transformed the wearable scene in 2015, the brand's many enthusiasts have been waiting eagerly for yet another big development. It's finally here: the Apple Vision Pro.

It would be an understatement to call this mixed-reality headset a big deal. Referred to by Apple as a spatial computer, it promises to bridge the divide between the digital and real worlds. This isn't your ordinary VR headset: the level of immersion will go well beyond what we've seen from predecessors such as the Google Glass or Oculus Quest.

Tech enthusiasts are obviously excited, and for good reason: this device will make previous conceptions of immersive technology seem outdated and lackluster. What's more, it holds great potential for a variety of sectors, ranging from hospitality to home decor and, of course, every corner of the luxury industry. Below, we explore the far-reaching implications of this revolutionary headset.

The Role of Early Adopters

At $3,500, Apple's Vision Pro will be a big sell, even among the many enthusiastic consumers who have happily spent thousands on iPhones and MacBooks in the past. The brand hopes to demonstrate the value of this revolutionary technology with help from early adopters, who will largely act as influencers — revealing the unique abilities of this device and demonstrating why it's well worth the investment.

We can expect this early rollout to be followed by a future version at a somewhat modest price point — perhaps simply known as the Apple Vision. Although this will target the average user, it will almost certainly cost at least $1,500 — a significant price hike as compared to the myriad of headsets now sold for between $300 and $500.

Still, consumers who are already tied into the Apple ecosystem will be more than willing to shell out for the future mid-level headset, which will seem like a bargain as compared to the initial Apple Vision Pro. This strategy should open up the market and allow the user base to grow rapidly when the time is right.

Capitalizing on Trust

Virtual reality headsets haven't proven as popular as initially expected, but Apple is poised to finally change this niche's surprising stagnation. The key difference? The unique trust factor that is so clearly lacking in other corners of the tech world.

Loyal consumers clearly believe that Apple has their best interests at heart. Following the brand's demonstrated history of taking their privacy and security concerns into account, many consumers are willing to take a leap of faith.

This leap feels especially worth taking for those who have witnessed Apple deliver impactful products in the past. After all, now-standard products such as the iPhone and iPad felt downright revolutionary when they were first released. Meanwhile, all signs point to the Vision Pro capturing what enthusiasts have always loved most about Apple: being part of a unique and wonderfully connected ecosystem.

The Apple zeitgeist is truly powerful. This was evident as the Vision Pro was first announced and continues to show up in the ongoing speculation surrounding this revolutionary device. Aspiring users expect a great deal of excitement and intrigue as they purchase, unbox, and experiment with these headsets.

Industries that get the greatest boost from the Vision Pro's launch will similarly capitalize on this collective experience. If the ultimate goal is to be part of something greater, brands can deliver by getting involved in the early hype and finding creative ways to amplify the uniquely immersive experience that already promises to set the Vision Pro apart.

Bridging the Gap Between Digital and Physical

It would be an understatement to refer to the technology underlying the Vision Pro as amazing. Every detail has been carefully designed to ensure that the experience of using the headset can be as immersive as possible. Despite this, users enjoy an unprecedented degree of control, including the ability to interact with the outside world as they see fit.

Features that facilitate this remarkable experience include:

  • Micro-OLED displays provide an astounding 23 million pixels — more than a 4K TV.
  • A refresh rate of 90Hz, with the ability to achieve 96Hz with 24fps video.
  • Infrared cameras with LED lights project invisible light patterns to optimize eye tracking and authentication.
  • EyeSight external display that senses when another person is in the room and displays the headset user's eyes so that eye contact can be made.
  • A thermal system that boosts performance and reduces heat.
  • LiDAR depth sensors to create a persona for FaceTime while also revealing the size and location of nearby objects.

Together, these features allow the Vision Pro to overcome some of the biggest issues that users complain about with competing headsets. An unmistakable sense of vignetting or edge. With some other headsets, you can see the environment around you, but the resolution is not great, breaking the feeling of truly being in two separate realities at the same time.

Latency is another huge concern that the Vision Pro promises to eradicate. With many current headsets, the experience of viewing or interacting with an object doesn't feel real, because there's so frequently a delay.

For example: looking at your hand with a Quest 2 feels odd, because, when you wave, what you see through the headset appears slower than what you know is occurring in real life. This breaks the illusion and makes the experience a lot less enjoyable. This offputting experience will become a thing of the past when the Vision Pro enters the picture.

What This Means For Brands

Name a sector and you will already find a proliferation of virtual and augmented reality apps and devices. This is still largely focused on the smartphone experience, which is simply more accessible to a wider range of consumers. As more people embrace the Vision Pro, however, the best brands within specific industries will deliver uniquely immersive opportunities. We've touched on a few of these anticipated initiatives below:


Home


Augmented reality (AR) has transformed the once strictly in-person experience of purchasing furniture or making decorative upgrades. Homeowners were once unwilling to make significant changes until they witnessed trendy products firsthand. With AR, however, they can see exactly how new styles will look within their own homes. Apple's Vision Pro will build on this concept, providing an even more enlightening glimpse at what renovated homes might look like or how it will feel to navigate them.

A variety of compelling apps promise to boost the home decorating experience. SyncReality builds on this promise by making it possible to completely root virtual reality within our real reality. This involves reframing existing spaces in a myriad of ways while also adding a collaborative element by allowing users to invite friends to view room scans. Apps like SyncReality may be available on a cross-platform basis, but the Vision Pro will bring the advanced capabilities needed to truly deliver on these apps' ambitious visions.

Hospitality

No longer exclusively reliant on reviews to gather information, travelers can now try before they buy, via VR and AR experiences, which allow them to see what it's like to stroll through hotels, resorts, and other properties. The Vision Pro could take this virtual experience to a whole new level, making users feel as if they're truly present within these spaces. The Vision Pro will also prove useful during the actual experience of travel; a dedicated travel mode, for example, should amplify the headset experience when users board airplanes.

Once tourists arrive at their intended destinations, they may find that the Vision Pro enhances their onsite experience. Similarly, some may use virtual solutions in lieu of traditional travel. Disney is an early advocate for this revolutionary approach to travel; CEO Bob Iger has enthusiastically announced the company's partnership with Apple, including the intention for Disney Plus to be available on the Vision Pro on day one.

Even more notable, however, are hints of building the Vision Pro into the theme park experience both in-person and virtually. A recent sizzle reel for Apple's Worldwide Developers Conference included a glimpse into a future in which the Disney living room experience goes beyond watching TV or movies, and encourages users to bring Disney World into [their] world.

Moving forward, brands will see both challenges and opportunities attached to Vision Pro. The big goal will be to capitalize on virtual opportunities while still encouraging consumers to make the most of (or even amplify) in-person travel.

Luxury


From jewelry to fashion and even the automotive world, the Vision Pro has the power to drive impressive engagement in the luxury industry. Given its lofty price point, it's reasonable to expect that high-end consumers will function as the device's target demographic, at least to begin. Existing opportunities that may be amplified through Vision Pro include try-on experiences, which are popular when selecting everything from engagement rings to luxury watches.

Improvements to volumetric videos are especially compelling in the luxury sphere. These capture subjects in three-dimensional spaces and allow for playback from numerous angles, thereby delivering a more nuanced and immersive viewing experience. The Fashion Innovation Agency's Matthew Drinkwater explains, With volumetric video through the Vision headset, you can imagine a very different catwalk experience in your own home. From a designer or a brand perspective, you can have any environment grow more immersively around you.

Beyond the runway, the Vision Pro will transform the luxury shopping experience by encouraging customers to get up close and personal with photorealistic renderings. These will easily be browsed via online catalogs and even purchased directly through the headset.

Building on the Promise
of the Vision Pro

As we move toward a new era in immersive technology, Apple promises to lead the way with a revolutionary headset that will expand on the emerging concept of spatial computing. The opportunities really are endless across several sectors, where we can expect to be blown away by the awe-inspiring blend of virtual and real worlds.

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