Apple has introduced a new product for itself, breaking into virtual reality – the Vision Pro device, controlled by eyes, hands and voice.
Apple’s Vision Pro mixed reality glasses are an attempt by the company to stand on a par with tech giants like Microsoft or Meta and push them into the market. However, the exchanges did not share Apple’s enthusiasm – the shares soared to an all-time high before the presentation, but fell by the end of it. A few days before the event, Meta unveiled its new Meta Quest 3 mixed reality headset.
It remains to add that Vision Pro will go on sale early next year in the US, and the price of mixed reality glasses will be $3,500. Carolina Milanesi, President, Creative Strategies, says:
“It’s definitely not cheap. I mean, early adopters can afford to spend $3,500. But then we get back to the question of what this device will be for you? Will you think of it as a TV, monitor, computer? This separate device.Mixed reality technology combines elements of virtual and augmented reality to create an immersive experience in which interactive virtual objects are integrated into the real environment.”
The company claims that the device can be used to view photos and videos in a “new and magical” way. In addition, the glasses received enhanced video conferencing capabilities and virtual meeting rooms with realistic avatars. Apple CEO Tim Cook says:
There are products that are changing our understanding of technology and its role in our lives. We believe the Apple Vision Pro is a revolutionary product with the performance, immersion and features that only Apple can provide. Apple’s goal is to make these glasses a mainstream product, and the key is to keep the price down.
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