By D. W. G. Kalani Tharanga, JadeTimes News
Public Interest and Market Reception
To gauge the public's interest in Apple's new Vision Pro, an ultra high tech and highly expensive virtual reality (VR) headset, I visited an Apple store in central London on its UK and European launch day. Unlike the days when eager customers would camp overnight to get their hands on the latest Apple product, this time there was only a small group, primarily men, waiting for the store to open. This shift might be due to the growing preference for pre orders, but it also raises questions about the VR headset market's ability to transcend the niche of tech enthusiasts and achieve mainstream adoption.
Apple aims to position the Vision Pro as a device that enhances everyday activities. Home videos gain a 3D like quality, panoramic photos envelop users, and Apple calls this "spatial content," a term not widely adopted by others. The hefty price tag of £3,499, however, has many potential buyers hesitating. Meanwhile, Meta, a veteran in the VR space, continues to promote its Meta Quest 3, available in the UK since 2023, emphasizing "multi tasking" capabilities. In a recent demo, a Meta representative showcased the ability to use multiple screens simultaneously, such as a web browser, YouTube, and Messenger. Meta's strategy involves demonstrating practical applications, like using the Quest 3 to watch instructional videos while assembling a crib, and importantly, it comes at a significantly lower cost of under £500.
Meta's Quest series has reportedly sold over 20 million units worldwide, despite the company not releasing official sales figures. In contrast, research firm IDC predicts that Apple will sell fewer than 500,000 units of the Vision Pro this year. The challenge for VR headsets is their limited mainstream appeal compared to more ubiquitous devices like tablets and smartphones. Analyst George Jijiashvili from Omdia notes that many VR devices end up abandoned due to a lack of compelling content, creating a "chicken and egg" situation where the absence of engaging content diminishes interest, discouraging developers from creating more content.
Physical Experience and Future Prospects
Another critical factor is the physical experience of using a VR headset. Both Apple and Meta employ "passthrough" technology, allowing users to blend real and computer generated worlds through external cameras providing a live, high definition video feed of their surroundings. This technology enables activities like walking or exercising while wearing the headset. However, the discomfort of wearing a half kilogram device on your face remains a significant barrier. Although headsets are becoming lighter, many still find it challenging to wear them for extended periods. VR sickness, causing queasiness for some users, has improved with technological advancements, yet any VR experience involving movement with a controller instead of natural walking requires an adjustment period.
Sony's approach with its PlayStation VR 2, focusing primarily on gaming, sold 600,000 units in the first six weeks after its launch in February 2023. This success underscores that compelling content, especially in gaming, can drive VR adoption. The long term goal for tech giants is for mixed or augmented reality to become part of everyday life. Meta's rebranding to align with its vision for the Metaverse an immersive virtual world for work, leisure, and social interaction reflects this ambition, although it has quieted down recently.
Experts like George Jijiashvili acknowledge that the current generation of VR headsets, with their bulky and awkward designs, are not yet ready for the mass market. Companies like Viture and XReal are exploring more wearable alternatives, such as sunglasses with embedded high fidelity screens. Melissa Brown, head of Development Relations at Meta, believes the Quest 3 could eventually replace smartphones. However, Meta's PR team later tempered this optimism with a statement from Mark Zuckerberg, emphasizing that new computing generations coexist with, rather than replace, their predecessors.
From my visit to Apple's Regent Street store, it's clear that the UK is not yet experiencing a VR headset craze. The first customer I spoke to had simply come for a charger and was puzzled by the applause from Apple staff. However, several customers left the store with big white Apple bags and broad smiles, indicating some level of early adopter enthusiasm. The question remains whether more people can be convinced to embrace this new wave of VR technology.
