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Apple’s V.R. Catch-22

Almost everyone seems to agree that mixed reality devices, like Apple’s new Vision Pro headset, will anchor entertainment platforms of the future. But which comes first, the users or the content?

In the wake of Vision Pro’s launch, Apple is gearing up to essentially give away new V.R. cameras to as many curious creators as possible to accelerate the adoption of what Apple is calling “immersive video.”
In the wake of Vision Pro’s launch, Apple is gearing up to essentially give away new V.R. cameras to as many curious creators as possible to accelerate the adoption of what Apple is calling “immersive video.” Photo: Justin Sullivan/Getty Images
Julia Alexander
January 24, 2024

Chat with any Apple executive about the Vision Pro, the company’s new $3,500 virtual reality headset, and they hasten to describe the product not as hardware but, ahem, a platform. The bull case goes something like this: Sure, it’s expensive, and heavy, and a little bit dystopian, but few people predicted the ubiquitous multi-purposing of the iPhone when it launched, either. The device only became central to our daily lives once developers began amplifying its ability to become a walled garden for every need imaginable—Netflix, Twitter, Uber, mobile banking, etcetera.