2024-09-30 12:25:34
In the most recent edition of your newsletter “Power On” (and Bloomberg)the journalist Mark Gurman stated that the Apple seems to be aware that it needs to rethink the way it deals with the headset market — currently represented only by the Vision Pro in the company.
As is known, the device does not seem to have attracted many consumers right from the start, as happened with other products already launched by Maçã (see the iPhone and Apple Watch) — largely due to limitations such as the external battery (and with low autonomy), the comfort and, above all, the high price.
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According to the journalist, however, there is no consensus within the company on which path to follow to reverse the initial failure of the product, which is being swallowed up in the market by much more accessible versions of Meta products — a company that has just presented a new product in category, so to speak.
The first path, for Gurman, would be to maintain the Apple Vision line more or less as the current model is, but focusing on a less expensive version by saving on components and technologies. A second generation of Vision Pro with a new chip and support for Apple Intelligence would also be on the radar.
Another option would be to remove internal computing components and the external battery and transfer most of the Vision Pro’s internal functions to be performed on the iPhone — which would reduce its weight and, most importantly, hundreds of dollars in components needed to produce the device.
Apple could also develop a product that is close to the glasses that Meta produces in partnership with Ray-Ban, without augmented reality (AR), but with a lot of artificial intelligence (AI) built in. Or even produce new AirPods Pro with external cameras and AI to inform users.
The more difficult path will be to produce a self-contained AR device with a battery system, cameras, eye tracking and computational functions, but with the weight and size of traditional glasses. This was Apple’s initial plan for Vision Pro, commonly referred to as “Apple Glass”, but it was postponed because it was too challenging.
According to Gurman, Apple could even launch one or all of these products — although it will have to accelerate changes in this sector, as it runs the risk of losing once and for all a category that could change the way people will use technology in the future.
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