When Apple unveiled the Apple Vision Pro on June 5th, 2023, it marked a significant milestone in an industry that had long been dominated by companies such as Meta. However, in contrast to other industry players who opted to adopt commonly used terms like “Virtual Reality,” Apple took a different approach by referring to their virtual reality feature as “environments.” On top of that, Apple consciously avoided discussing the concept of the Metaverse.
Apple is rapidly establishing a new standard by seamlessly integrating products like AR glasses and VR headsets into a versatile mixed reality device that eliminates the need for hand controllers.
By utilizing their own terminology to describe established concepts, Apple has positioned themselves to navigate the industry’s rapid evolution while mitigating direct comparisons. This approach leaves room for adoption in an industry characterized by constant change, providing a blank slate for third-party applications.
Similar to their strategy with the iPhone, Apple entered the market long after cell phones had become commonplace. Yet, they excelled by introducing a revolutionary design that others quickly imitated—a rectangular shape with a large screen. Apple’s strength lies in their ability to observe, learn, and then enhance existing products. Just as they transformed the concept of a phone, Apple now has the potential to redefine the capabilities of XR products.
By eschewing the label of a “headset” and instead referring to it as a “spatial computer,” Apple effectively captures the essence of how this technology differentiates itself from the two-dimensional phone screens we carry in our pockets. This strategic decision ensures that even if the technology evolves over the next three decades, perhaps manifesting as a mixed reality contact lens, Apple can seamlessly continue their nomenclature by appending the term “Apple Vision Pro” followed by a corresponding number.