Apple's New Vision Pro

Redefining Spatial Computing, but Where's the Fashion?

June 7, 2023

Apple has once again captured the world's attention with its latest technological marvel, the Vision Pro augmented reality headset. Unveiled at the annual developer conference, this wearable spatial computer represents Apple's foray into the realm of spatial computing, a term the company prefers over the hyped "metaverse." With a rich history of delivering groundbreaking devices, Apple aims to revolutionize the way we interact with digital content, but it seems to have overlooked an industry that eagerly awaits the advent of augmented reality fashion.

A Technological Marvel

Apple CEO Tim Cook introduced the Vision Pro as a revolutionary device, boasting several innovative features that set it apart from its competitors. The headset incorporates cutting-edge eye-tracking technology, enabling users to navigate their digital surroundings effortlessly. Hand tracking and voice recognition further enhance the immersive experience, eliminating the need for separate controllers. The high-resolution display, featuring 23 million pixels, is housed in a compact design that exemplifies Apple's prowess in integrating powerful components within a sleek form factor.

Focusing on Work and Entertainment

Apple's sales pitch for the Vision Pro centers around its potential for productivity and entertainment. The headset will be compatible with popular software applications like Microsoft Excel and Word, enabling users to seamlessly integrate their work into the augmented reality environment. In addition, partnerships with Disney and other content providers will bring a vast library of movies, shows, and games to the device. Apple's hope is that the immersive nature of the Vision Pro will enhance these existing experiences, making them more engaging and productive.

The Limitations of Vision Pro

While Apple's Vision Pro showcases remarkable technological advancements, it currently falls short in terms of portability. Unlike smartphones, the headset does not appear to be designed as a device users can carry everywhere. Instead, it resembles a desktop computer, with a future version resembling lightweight glasses still in the works. This limitation raises questions about the device's usability and potential adoption by the mainstream audience.

Fashion's Absence from the Equation

One notable absence from Apple's presentation was the mention of fashion, a realm where augmented reality has the potential to revolutionize the industry. While other companies like Meta have already explored the integration of digital clothing and fashion experiences into the metaverse, Apple seems to have disregarded this aspect. Mark Zuckerberg's vision of a breakthrough device for digital fashion is yet to be realized.

Implications for Fashion Companies

Despite Apple's neglect of fashion, the entry of a tech giant like Apple into the spatial computing space will undoubtedly attract developers to create innovative applications and software. The Vision Pro's capabilities may be leveraged by fashion companies to transform the way consumers interact with virtual clothing and accessories. Collaborative tools, such as JigSpace, mentioned by Apple, can facilitate designers in their 3D design process and potentially lead to groundbreaking product design experiences.

Apple's Vision Pro ushers in a new era of spatial computing, offering impressive technological advancements in an elegant form. While the device excels in work and entertainment applications, it currently lacks the portability of a device that can be taken anywhere. Furthermore, Apple's omission of fashion from its presentation raises concerns about the company's vision for augmented reality in this industry.

Nevertheless, with Apple's entry, spatial computing is set to gain traction, attracting developers to create a host of applications that will shape the future of augmented reality experiences. Fashion companies would do well to monitor the development of spatial computing closely, as it holds the potential to revolutionize the industry and open up new possibilities for digital fashion.