I was very skeptical when the Vision Pro was first announced. A four-figure price tag on something with a sucky name, 2-hour battery life, no killer app, which is marketable for its novelty value and very little else. I'm confident there will be a significant enthusiast market for it, but it needs more than that to recoup its R&D costs. And in order to catch on outside that market, it would need to overcome the obvious creepiness factor.
For better or worse, we as humans find devices that block the ears much less obtrusive than devices that block the eyes. Even a professional niggerphobe would be hard-pressed to say the man on the right looks more approachable out of these two. Maybe that perception might change a little when these things become as ubiquitous as headphones, but in order for that to happen,
they would first have to become as ubiquitous as headphones.
Apple tried to mitigate the creepiness by CGI-ing the user's eyes on the front of the headset, which makes for as an extremely impressive tech demo. Much like with Disney when they digitally de-aged Luke, their industry people are going to
eat that shit up because they had no idea this was even possible with the current tech –
if we can do that, what else can we do with this tech? – and so on. This is
not likely to be the reaction from most people seeing these devices in their everyday lives, whom, I remind you, are the very audience that this feature was intended for.
These are stills from
Apple's video, which looks a bit less polished than the carefully airbrushed photos of people "wearing" the headset. Anyway, it's going to look
a lot less convincing when you actually come face-to-CGI-face with one of these, especially when viewing it from any kind of an angle, since that causes parallax distortion that the built-in screen can't correct for.
Even in this promotional video, which is supposed to be the best it can possibly look, it has a very
'soul-trapped-in-a-jar' kind of vibe, which is the last thing Apple wants potential customers to associate with this product when they see it in use for the first time.
This comes at a time when many people often rightfully distrust digital tech due to it being creepy in other ways – collecting personal data, trapping them in zombie-like game binges, creating a fake Instagram lifestyle, and so on. We are well past the honeymoon period of "isn't this cool!" that began with the iPod, continued with social media and the iPhone, and ended in 2016 when social media became the obvious thing to blame for the rise of the far right/the far left (delete as appropriate). We've moved from thinking about the potential of smartphones to the consequences of them. Paying $3.5k to strap one to your face is going to be a hard sell at the very least.
With all that being said though, when I watch that Apple video, the thought of escaping into a virtual world where I can just
work and relax in a pleasant environment, is appealing,
very appealing. I mean, that's basically the same thing my existing devices do anyway, minus the pleasant environment.
(Assuming KF isn't just blocked by default.)
So I could
definitely overlook the creepiness factor if I were just using it by myself. What I
can't overlook, however, is the price tag. I'd actually be willing to put up with the usual Apple BS with the locked down OS, shitty multitasking UI, and lack of customisation options... if the decimal point were just moved one digit to the left. But I doubt most other people would even pay $350 for it.
(And I know most of us would probably have said the same thing about the iPhone 16 years ago, but that at least served two existing needs – the iPod and the phone – and became a status symbol right off the bat, while costing considerably less.)
I've seen youtubers and podcasters give their takes on Vision Pro. But Chato is the only one who makes me even halfway convinced that this product might have a future. Being both an TV industry guy and an Apple guy, he is uniquely qualified to comment on this. And he doesn't pull his punches when it comes to wokeshit and generally being critical of modern entertainment.
The TL;DW is that he thinks home entertainment will be Vision Pro's killer app. This will serve the same market as giant TVs and big booming soundsystems. And filmmakers will be desperate to get their movies onto this machine, not least of which is Disney, which has already announced some kind of partnership with Apple. But he stresses that it's early days, and doesn't make any firm predictions.
I kinda want Chato to be right. Living in the timeline where you can don a headset to get a gorgeous 8k monitor in any room of the house would be pretty sweet. But then again, I kinda hope he's wrong and it flops. Apple is long overdue for a massive failure. Tech titans need to learn that they're not gods. The timeline where this product succeeds is the one where deplatforming, DRM, mass surveillance, planned obsolescence, and other tech industry malpractices would become more obtrusive than ever.
Here's to the inevitable 2025 postmortems about why this thing didn't sell.