We have another “this changes everything” technology to deal with. At some point people will get over that, but it hasn’t happened yet.
The latest thing is the Apple Vision Pro.
I haven’t used it. My comments are based on what I’ve been able to see online.
The new device is like a virtual reality headset, but it’s more “augmented reality.” Apple calls it “spatial computing.” It allows you to create a “desktop” out in space, rather than on a dedicated, dimensionally limited monitor.
My first reaction is that nobody is going to want to wear that thing for very long. It’s heavy, and while I’m sure they try to make it comfortable, it’s just unnatural.
You’re not going to wear this thing out in the world.
- For starters, the battery only lasts for two hours. Along those lines, I hope they have the sense to allow you to have multiple batteries.
- It’s very operating system centric. It doesn’t seem to have a generic focus on augmenting the experience of everyday life.
- Wearing one of these things is essentially the same as pointing a camera at everyone. Humans aren’t used to the idea of being filmed all the time – whether they are or aren’t.
It’s the sort of thing you wear on your couch in your living room.
My biggest question about the device was whether it has a new mode of input. It does, to some extent. It tracks your eye movements, so you select things simply by looking at them and pinching your fingers.
You can input text by speaking, but that’s not really the greatest. Imagine being on a train where half the people are talking to their headsets. Not practical.
It can integrate with a keyboard, which is good, because as of this moment, nothing beats a keyboard.
There are no controllers, which tells me that Apple is still caught up in the arrogance of designing an “intuitive” interface. “You will use this device the way we say,” which is … arrogant, as I said, but also just plain stupid. People are different, and they need to be able to customize things to work best for them.
Another factor to consider is the “Wait a minute, I have to put on my headset” problem. A phone is always available in your pocket. This thing will sit on a shelf in your office, or next to your printer in your office.
Apple Vision Pro is an interesting device, but as I foreshadowed in my book, The Intruder, the real change is going to be when the tech is in your eye, and you can input data without speaking. That’s where it’s all going. The Apple Vision Pro is a decent step towards that goal, but … I’m not sure I’d use the thing even if they gave me one for free.
But this podcast is for publishers, so what should publishers make of this.
First, you’re going to be bombarded with nonsense about how this changes everything, and you need to start doing special content and marketing for the Vision Pro. Sure. Just like we had to do special stuff for Pokemon Go, right?
Ignore all that.
Second, this will mostly impact movies, online gaming, and sporting events. There are some really cool applications for that, and if you’re in one of those spaces, you need to start thinking.
This isn’t going to affect newspapers, magazines, books, B2B products, etc. If you’re in one of those spaces, my advice is to demote anybody who recommends a new strategy based on the Apple Vision Pro.
Resources
