Apple Vision Pro: Creative Breakthrough With An Evolving Horizon

When Apple unveiled the Vision Pro at the 2023 Worldwide Developers Conference, it declared the dawn of a new era in spatial computing. With its promise of seamlessly blending physical and digital worlds, the device sparked an immediate frenzy of excitement across the tech and creative industries. Apple described it as its “first spatial computer,” a product designed to redefine the way we interact with technology. Yet, as the dust settles, questions linger: is the Vision Pro truly the creative frontier we’ve been waiting for, or will its price tag and market strategy hamper widespread adoption?

Apple’s Vision Pro was positioned as a premium mixed-reality device, boasting features like advanced hand tracking, a seamless integration with visionOS, and a high-resolution display. However, its $3,499 price tag was far more punchy than competitors like Meta’s Quest 3. As covered previously, although Meta’s Orion glasses are reported to cost more, their device has not been created for public release – instead, it has been reserved for developer use, until the product can be iterated and refined to be ready to share with a wider market. Industry insiders predicted that such a high price point would limit initial adoption of the Vision Pro, particularly in an economic climate where discretionary spending on high-tech gadgets was under pressure.

With rumours abound that production of the device could halt completely by the end of this year, might we be running out of time to find out what this device could have enabled within the creative industries? Or could there be hope of a more affordable model in the near future? Despite these uncertainties, the implications for the creative industries remain profound. Could the Vision Pro—or its eventual successor—herald a transformative era for spatial computing?

The Current Apple Vision Pro: Promise and Limitations

The Vision Pro boasts impressive capabilities that elevate it above other mixed reality devices. As Preston Platt, CTO at Rock Paper Reality, notes, “the resolution of the device is really the most notable, with processing power being a huge added benefit.” Apple’s proprietary R1 chip ensures astonishing latency, creating a seamless pass-through experience that reduces motion sickness. Ben Rosenoff, experience engineering head of XR at Capgemini, has been testing with the device for longer than most and highlights this achievement, stating, “this is using what’s in your MacBook or iPad Pro—a desktop MQ processor, plus another processor called R1 that’s dedicated to pass-through. That’s how they achieve photon-to-photon latency of 11 milliseconds, tricking your brain into believing it’s real.”

However, its high price point has limited its accessibility. The device’s weight has also sparked concerns among users, though Platt counters, “I’ve heard some people complain about the device weight, but I don’t have issues with it personally. The passthrough being so high resolution… I have zero nausea factor.” For many, the Vision Pro remains a glimpse of the future rather than a practical tool for today.

Still, its strengths—such as its spatial anchoring and immersive realism—offer tantalising possibilities. Nigel Matambo is an interdisciplinary designer, known as Sununguro, who launched Louis Vuitton’s first digital wearables on Instagram in collaboration with Virgil Abloh. As well as working with the Apple Vision Pro for some time now, he is also an Apple Scholar at the Royal College of Art. Speaking to the technical prowess of the device, he tells me: “the strength of the spatial anchoring allows you to move around in a space and move around inside your ideas, which I think is really, really powerful.”

He continues, “the fidelity and the consistency of anchoring—the fidelity of the display itself—is one thing that I think is phenomenal at providing you this visual overlay of reality itself… your mind kind of adjusts to the lower resolution version of what you’re seeing, which ultimately allows for this really immersive capability that we haven’t seen before in other conventional headsets.” But as Apple prepares to sunset the current iteration, the focus must shift to what this device symbolises for the future.

Spatial Computing for Creative Industries: A Transformative Potential

The Vision Pro’s most compelling impact lies in its potential to reshape creative workflows. Matambo emphasises this, saying, “devices like this have this effect on creativity, which atomises creative potential… particularly in terms of fashion. There is a huge market in that, from the designing of the clothes themselves with practitioners to the experiences themselves. The fashion show experience can now take on new dimensions and new light.”

In digital fashion, the Vision Pro could enable volumetric video and AR-assisted try-ons, democratising luxury in ways previously unimaginable. As Matambo observes, “suddenly everyone who had an Instagram account could access try-ons for the most prestigious brands in the world.” This idea of merging physical and virtual spaces opens up new possibilities for remote collaboration and co-creation. He adds, “I think volumetric video will be significant both for designing clothes and designing the shows… allowing creative practitioners to prototype remotely. There’s a lot of generative capacity to the creativity that I think both spatial and artificial intelligence are going to add.”

Collaboration is another significant opportunity. Platt notes, “from an emotional level this is the first device I feel like you can see the future. When interacting in spaces with other people in SharePlay experiences, you really do feel like they are there with you in your environment.” Such shared AR spaces could enable designers, architects, and other creatives to edit the same AR assets in real time, fostering a new era of collaborative design.

Even more transformative is the Vision Pro’s ability to enhance emotional connections in creative storytelling. Rosenoff recalls, “when I first tried the Vision Pro, I created a sphere in Unity, made it metallic, put it in my room, and it instantly reflected everything around. When I took the headset off, I still remember the feeling I had of, ‘Why isn’t there a blue sphere in the sky?’” This kind of immersive realism could revolutionise visual effects, game design, and even live performances.

At its core, the Vision Pro’s technology enables new ways of spatialising creativity. Matambo highlights the seamless integration within creative workflows: “from being able to have AI assistance to generate versions of a body of work, [to] your ability to spatialise the work in ways unique to you, your studio, and your own workflows.” The creative industries stand poised to benefit, but they’ll need to adapt to maximise this potential.

Predictions for Future Iterations

If the Vision Pro represents a foundational leap, its successors could solidify spatial computing’s role in the mainstream. Platt sees price reductions as pivotal: “The price point coming down eventually will really be the driving force. For creatives, we love creating on the device, but if there is no audience, your creative work will never really be seen. And if seen from a video recording you will never feel the space of the experience. I think this has been the most enjoyable XR Headset to work on so far by a longshot.” Lower costs could democratise access and unlock broader adoption.

Advancements in interoperability will also be crucial. Platt points out that current limitations in cross-platform development restrict collaboration: “The capability is totally there, but the main issue is the choice of using native VisionOS Swift. It completely stifles the development of cross-play.” Future devices that embrace open standards could enable broader cross-device collaboration.

Technological improvements could also refine the user experience. Rosenoff envisions a convergence of AR and AI to enhance daily interactions: “Imagine you see someone wearing a cool hat, and you just say, ‘Where is that from?’… And pop up, you see the hat, and you see the price. You could order it right there … Or can I get it in blue? What would it look like? … That’s the metaverse. That’s what everybody’s been dreaming of, where we now converge between physical and digital, and you can’t tell the difference.” Such intuitive applications could expand the Vision Pro’s relevance beyond niche use cases.

^{Ben Rosenoff developed a fashion retail demo for the Apple Vision Pro}

Moreover, the development of lighter, more ergonomic designs will address current usability concerns. Combined with advances in AI and sensor technology, these improvements could make future devices indispensable tools for both creatives and consumers.

The Role of Spatial Computing in Creative Evolution

Spatial computing represents a paradigm shift for the creative industries, offering tools that merge physical and digital realities. The Vision Pro’s use of LIDAR to map environments exemplifies this potential. As Matambo explains, “the device builds a mesh of your environment, allowing you to have a kind of awareness… to measure distances as well as create a depth map.” Such spatial awareness opens up unprecedented opportunities for immersive storytelling, set design, and interactive installations.

In fashion, AR could revolutionise the way garments are designed, tested, and marketed. Platt predicts, “having body-based personas, clothing options to try on, and real-time cloth simulations for fit and form will show you the difference in size per brand.” This personalisation could redefine the shopping experience and streamline supply chains.

Beyond individual applications, spatial computing holds promise for systemic innovation. Rosenoff suggests that these devices could shift how we perceive and process information: “if we can get the information we’ve grown to depend on… in our periphery, the way the human brain works… that’s going to be the key.” By integrating digital tools seamlessly into our environments, the Vision Pro and its successors could enhance both productivity and creativity.

What’s Next for the Vision Pro?

Initial reports suggested Apple expected to ship between 500,000 and 1 million units in its first year. However, analysts like Ming-Chi Kuo later revised this estimate, indicating that only 200,000–300,000 units might ship in 2024 due to production delays and subdued consumer interest.

One of the most significant hurdles for the Vision Pro has been delays in production and shipping. Reports from suppliers indicate Apple has paused the development of a more affordable Vision Pro model, initially targeted for a 2025 release. The lite version was expected to expand Apple’s audience by offering a more accessible entry point into spatial computing, albeit with reduced functionality. The production delay of this model, now potentially pushed to 2027 or beyond, underscores Apple’s cautious approach amid uncertain market conditions.

Furthermore, the global mixed-reality market is evolving, with advancements in software ecosystems playing a crucial role. While Apple has made significant strides with visionOS, industry observers suggest that developing a compelling ecosystem of applications and content remains a challenge for maintaining user engagement.

Apple could position the Vision Pro as an enterprise-focused device while refining a consumer-friendly alternative. This shift may delay widespread adoption, but the long-term potential remains transformative. Rosenoff envisions a future where AR glasses seamlessly integrate into daily life: “our lives revolve around looking into phones. Imagine if we could get that information in our periphery. That’s where physical and digital finally converge.”

In the broader context, the Vision Pro’s challenges highlight the complexities of launching a new category-defining product in an uncertain market. While its current iteration might not yet achieve the “iPhone moment” Apple envisioned, the Vision Pro’s innovations set the stage for future breakthroughs in spatial computing. Success will depend on Apple’s ability to adapt to market feedback, refine its hardware, and foster a vibrant ecosystem of developers and users – as has been well demonstrated by Snap and their community and platform.

If these elements come together, the Vision Pro may well become the creative frontier it was always meant to be.