It’s anticipated that Apple will join Meta and present a mixed reality headset at its forthcoming annual software development conference.
At its annual software developer conference next week, Apple Inc. is anticipated to unveil a new headset that combines real-world video with virtual reality.
To determine how consumers will make use of a new generation of technology where the physical and virtual worlds collide, Meta Platforms Inc. CEO Mark Zuckerberg and Apple CEO Tim Cook are competing.
Greg Joswiak, the head of marketing at Apple, recently contrasted this by referring to the metaverse as “a word I’ll never use.” Additionally, there is currently only a rumour about Apple’s smartphone. On Monday, at 10 a.m. PDT (1700 GMT), Apple will begin its talks at its Worldwide Developers Conference.
Up until this point, the firm best known for iPhones has restricted its augmented-reality efforts to technology that operates on existing devices, for example, by enabling shops’ applications to show simulated furniture in a customer’s living room.
The rivalry between Apple and Meta is evident. Anshel Sag, principal analyst at Moor Insights & Strategy, stated that the distinction is that Meta is conducting this activity publicly while Apple is doing so in private.
The Apple product, which according to Bloomberg could cost close to $3,000 and resemble a pair of ski goggles, is seen by analysts as something of a placeholder. According to those experts, the Cupertino, California-based business’s long-term goal is to create a set of transparent glasses that can be worn all day, every day and overlay digital information on the outside environment. However, in response to competition, the corporation chose to introduce its own pair of goggles.
Regarding its upcoming plans and products, Apple declined to comment.
NO ‘KILLER APP’ YET
While Apple’s technology for glasses is still years away, competitors like Sony Group Corp. and Pico, which is owned by TikTok parent company ByteDance, have already introduced mixed-reality headsets that give a glimpse of what is possible when the real and virtual worlds are combined. Following the launching of the $1,000 Quest Pro headset last year, Meta Platforms this week launched the Quest 3 headset, which retails for $500.
Since 2017, Apple has promoted augmented reality features for its iPhones and iPads, although the technology’s widespread applications have largely been limited to games and furniture purchasing apps.
Analysts claim that the secrecy surrounding Apple’s work is partly due to the fact that no one in Silicon Valley is entirely certain how consumers will ultimately utilise mixed- or augmented-reality technology, which insiders refer to as “XR” for short. A “killer app” has not yet been developed for the gadget.
Apple therefore seems to be getting ready a premium gadget that is intended to demonstrate what is possible to software developers so they can create appealing apps rather than target a mass market pricing point.
According to Ben Bajarin, CEO and primary analyst at Creative Strategies, “no one there believes this market will be anywhere near ripe in the foreseeable future.”The biggest danger for Apple is that it will jeopardise its well-earned reputation for producing high-quality goods while fighting expensively with Meta for control of a still-nascent market. According to data from the research company IDC, Meta held 80% of the global market for augmented- and virtual reality headsets in 2016. The market had a total of 8.8 million devices. IDC calculates that only Apple sold 226 million iPhones, in contrast.
According to Jitesh Ubrani, an IDC research manager who monitors the XR market, even though Meta has products on the market, Apple has a significant advantage in defining the rapidly growing area among software developers. The 2 billion installed base of devices, which includes Macs, Apple Watches, iPhones, and other devices, is a valuable resource for developers who work with Apple.
To retain consumers inside of their walled garden, “they can leverage that ecosystem they’ve already built,” Ubrani added. Furthermore, Apple is considerably better equipped than Meta to provide you with a cross-platform experience.
