Apple Asks Vision Pro Developers to Avoid 'VR' Branding and Hints at 'Vision' Product Line

[MacRumors]

Apple is asking developers to avoid mention of "AR" and "VR," as well as the Vision Pro as a generic "headset," when listing their apps on the visionOS App Store.

Apple's developer website now features new requirements for Vision Pro apps (via 9to5Mac), including how to appropriately list their apps on the visionOS App Store. Instructions about how developers should describe their apps include specific prohibition of the terms augmented reality (AR), virtual reality (VR), extended reality (XR), or mixed reality (MR).

Instead, developers should adopt the "spatial computing" phrasing that Apple has touted since the Vision Pro's announcement in June last year. The push is likely part of Apple's continued effort to disassociate the Vision Pro headset from other products in the space from the likes of Meta and forge its own path in the minds of customers.

Spatial computing: Refer to your app as a spatial computing app. Don't describe your app experience as augmented reality (AR), virtual reality (VR), extended reality (XR), or mixed reality (MR).

Similarly, Apple requests that app developers do not refer to the Vision Pro generically as a "headset."

Apple Vision Pro: Always typeset Apple Vision Pro as three words with an uppercase A, V, and P followed by lowercase letters. Don't break Apple Vision Pro over two lines. Don't use the article the before Apple Vision Pro. Apple Vision Pro apps are available on the App Store or can be downloaded from the App Store. It's acceptable to say Name of app for Apple Vision Pro when your promotion is focused on features and benefits related to Apple Vision Pro. Don't refer to Apple Vision Pro generically as a "headset." The phrase "Apple Vision Pro" can't be included in your app name, but it can be included in your app description.

Apple is also continuing to change mentions of "Apple Vision Pro" to "Apple Vision" throughout its beta cycle. For example, Apple now refers to "Mac, iPad, Apple Vision apps" instead of "Mac, iPad, Apple Vision Pro apps." Apple's website features a "Vision" product tab instead of a "Vision Pro" tab, but the gradual shift toward "Apple Vision" branding appears to add credence to the idea of Apple building a "Vision" product line.

The Vision Pro is positioned as a high-end device with a $3,499 price tag, but there have been a multitude of rumors about Apple's plans to release a cheaper headset in the future. Such a device would make sense as an "Apple Vision" headset, just as the iPad is to the iPad Pro or the HomePod is to the HomePod mini.

Article Link: Apple Asks Vision Pro Developers to Avoid 'VR' Branding and Hints at 'Vision' Product Line

 

[contacos]

Ok ... this might work for developers but who the F knows what "spatial computing" even means.

 

[salamanderjuice]

Ok ... this might work for developers but who the F knows what "spatial computing" even means.

It's VR.

 

[citysnaps]

That makes a lot of sense.

Seems many here don't know (or are at least even curious about) what the difference is between AR and VR. That would likely extend to the general public as well.

EDIT: Also... most of the general public doesn't reflexively approach and proclaim anything new from Apple, a flop. Which is a tradition, here (iPod, iPhone, iPad, Watch, AirPods, etc).

 

[Seanm87]

Apple don’t like using generic tech words. They tend to invent their own that mean the same thing so they can have ownership of it. So this makes sense.

 

[G5isAlive]

Ok ... this might work for developers but who the F knows what "spatial computing" even means.

If anyone knew I would have thought it was you considering how many critical comments you’ve made regarding Apple Vision Pro (note I didn’t use ‘the’). It apparently is the experience generated by Apple Vision Pro and Vision OS, you know that whole manipulation of windows and apps with your eyes and gestures thing. Sure its marketing but Apple is focused at least.

 

[Spaceboi Scaphandre]

I get why Apple wants to put a strong emphasis on "spatial computing." They wanna distance themselves from VR and AR because Mark Zuckerburg soured those terms with this metaverse LARP. Now whenever anyone hears anything about VR, they think "oh the metaverse? Nah I don't want that."

But personally, I'm calling it mixed reality, because that's what it is.

 

[DTphonehome]

Always typeset Apple Vision Pro as three words with an uppercase A, V, and P followed by lowercase letters. Don't break Apple Vision Pro over two lines. Don't use the article the before Apple Vision Pro. Apple Vision Pro apps are available on the App Store or can be downloaded from the App Store. It's acceptable to say Name of app for Apple Vision Pro when your promotion is focused on features and benefits related to Apple Vision Pro. Don't refer to Apple Vision Pro generically as a "headset."

Do not make direct eye contact with Apple Vision Pro. Do not address Apple Vision Pro by its first name. Do not obstruct the walking path of Apple Vision Pro. Speak to Apple Vision Pro only when Apple Vision Pro speaks to you first. If you have information to convey to Apple Vision Pro, speak to Apple Vision Pro’s assistant. Do not attempt to shake hands with or obtain a photograph of Apple Vision Pro.

 

[Kylo83]

The only good thing about these headsets is vr, this headset can only game with 2d big display or kinda spacial games and with no touch controllers it’s gonna be bad, also what’s the point in a headset just for content viewing and big screen apps it’s a fail, the quest 3 has it right with full vr games

 

[Kylo83]

This is the new iPad, just a big screen Mac experience that isn’t needed, the quest 3 has insane vr games and vr environment this Vision Pro is just expanding max display and content viewing no real vr experience

 

[darngooddesign]

Ok ... this might work for developers but who the F knows what "spatial computing" even means.

How many regular people had heard of multitouch before Apple associated it with the iPhone?

 

[arkitect]

Ok ... this might work for developers but who the F knows what "spatial computing" even means.

It's VR.

Pretty much.

You can see how Apple are trying to take control of the narrative.

Can't see them getting away with it though.
Everyone will still keep calling it a VR or XR or whatever headset. Which it is. 🤷🏻‍♂️

I mean, even Apple had to call the iPhone a mobile phone…

Edit:
Since some people think I missed out AR, here's the whole alphabet for you.
Whatever = ABCDEFGHIJKLMNOPQRSTUVWXYZ/R

 

[Porco]

For some reason I am reminded of “Do not eat iPod Shuffle”.

 

[WarmWinterHat]

How many regular people had heard of multitouch before Apple associated it with the iPhone?

I just asked my coworker, who has been using iPhones since the 4 or 4s, what multitouch is. She had no idea but surmised it was touching multiple things, but didn't make any association with Apple. I didn't know Apple came up with the phrase, and I've been using iPhones since the 3G.

Spatial computing is just another marketing term.

 

[krspkbl]

Duh, they're obviously going to have the line up be

Vision SE
Vision Mini (which will get killed off because nobody wants it)
Vision
Vision Pro
Vision Pro Max
Vision Ultra

They are just going for the basic Pro model right now to justify the stupidly high price and then release cheaper models but pass them off as "the standard model" and then "budget" models. They will also push their luck to sell $4,000 (Pro Max) and $6,000 (Ultra) models

And I get them not wanting VR branding. Because it isn't just VR. it's VR + AR = Mixed Reality or "Spatial"

 

[coffeemilktea]

Always typeset Apple Vision Pro as three words with an uppercase A, V, and P followed by lowercase letters. Don't break Apple Vision Pro over two lines. Don't use the article the before Apple Vision Pro. Apple Vision Pro apps are available on the App Store or can be downloaded from the App Store. It's acceptable to say Name of app for Apple Vision Pro when your promotion is focused on features and benefits related to Apple Vision Pro. Don't refer to Apple Vision Pro generically as a "headset." The phrase "Apple Vision Pro" can't be included in your app name, but it can be included in your app description.

In an alternate timeline where Apple produced Apple toilet paper🧻:

Do not refer to Apple Rear Polishing Cloth™ generically as "toilet paper." You may refer to it as a "deep cleansing experience."

 

[Marbles1]

The only good thing about these headsets is vr, this headset can only game with 2d big display or kinda spacial games and with no touch controllers it’s gonna be bad, also what’s the point in a headset just for content viewing and big screen apps it’s a fail, the quest 3 has it right with full vr games

I guess you could have it AR mode, and connect a bluetooth keyboard and mouse and have a massive excel sheet / huge page for arty layout stuff?


For VR, I'm sure they could sell 'POV' seats for NFL games.

 

[StudioMacs]

Ok ... this might work for developers but who the F knows what "spatial computing" even means.

I think that’s the point: to generate awareness.

 

[AppleTO]

Right now it’s more like a “Spacial Studio Display” with a built in OS.

 

[contacos]

How many regular people had heard of multitouch before Apple associated it with the iPhone?

I dont think you look for "multitouch apps" on the App Store. Do you? It even still has "phone" in its name

 

[darngooddesign]

I just asked my coworker, who has been using iPhones since the 4 or 4s, what multitouch is. She had no idea but surmised it was touching multiple things, but didn't make any association with Apple. I didn't know Apple came up with the phrase, and I've been using iPhones since the 3G.

Spatial computing is just another marketing term.

Exactly. Prior to the iPhone she wouldn't have been able to figure out what multi-touch meant, now she has an inherent understanding of what it means. Back when the ip[hone launched apple was all about the term "multitouch". Prior to AV people would have no idea of what spatial computing means.

The world is full of marketing terms because they help people understand what a technology is, or because they are simpler and easier to say. For example, we say WiFi instead of 'IEEE 802.11 wireless networking'.

 

[Kylo83]

Also the lenses are so small the fov is much smaller than quest 3, the size of a stamp for each lenses means you won’t get full immersive experience

 

[0339327]

This is exactly the trash people hate about Apple. Developers don’t work for Apple and they can market this VR headsets as they want and call it what they want.

Stop treating the world as your subordinate.

 

[polyphenol]

I am already unutterably bored with Vision Pro, AR, VR, headsets, etc. Really don't have the inclination nor the money to get involved. So just use words that don't confuse me, please!

I can see the use of, for example, some AR or other fancy approaches to door mirrors on vehicles, and numerous niche products, but have zero interest in headset wearing.

 

[darngooddesign]

I dont think you look for "multitouch apps" on the App Store. Do you? It even still has "phone" in its name

You also don't look for "iOS apps" in the iOS App Store, or "Mac apps" in the Mac App Store.