Could Apple’s new headset be a game changer for adland?
Today, Apple’s headset that promises to bring mixed reality and the metaverse to the people is officially launching. James Bush, head of creative technology at dentsu Creative, explores what the Apple Vision Pro could mean for adland.
In case you haven’t been paying attention, the Apple Vision Pro is officially available as of today. Why is this important? Well, according to Apple we are entering an era of ‘spatial computing’, that is technology that seamlessly blends digital content with the physical world.
“The Apple Vision Pro is designed to seamlessly blend digital content with your physical space. You navigate simply by using your eyes, hands, and voice. So you can do the things you love in ways never before possible,” says the breathless marketing spiel from Apple.
The immediate questions are, what does this mean for the advertising industry, the brands who want to play in this space, and the consumers who will potentially adopt the technology?
The short answer is no, not in 2024.
The long answer is yes, from 2025 onwards, for the innovative, rich brands who value PR.
When will it be mainstream?
When stars are aligned:
When the headset price points drop and become more accessible.
When this price drop increases the headset volume.
Apple advances in evangelizing app development amongst developers.
When will the above happen? I don’t know; I stopped being a futurist a while back.