How to solve a problem like Vision Pro - some thoughts on where Apple go from here

[tomtad]

So I've been following the initial reactions to Vision Pro and while there's certainly been a lot of wow, this is incredible, from those first uses it seems the honeymoon is now starting to wear off fast. It's heavy, passthrough isn't great, you have borders around your vision, eye tracking doesn't work all the time and gets difficult to use on websites, there is lens glaring when viewing bright content in darker environments.

I could go on but it seems what has been sold as 'the era of spacial computing' isn't quite living up to expectation and what we seem to have is a very nice VR headset but one that struggles with the same common issues. Apple hasn't solved anything here but it is the best you can get, which is where The Verge ended up in their review.

So where do Apple go from here? I think they are going to struggle with this product without a clear shift in both the strategy and product. They have something here but I needs razor sharp focus on what it is for and how it fits into your digital life. Some thoughts:

1. Market the device as a companion. Apple seem to be marketing this as something you almost live in, something you'd spend a day in working, interact with people with and use for everything. This is a mistake and is simply something the device isn't able to deliver. Apple should market the device as something you put on to elevate experiences where it makes sense such as viewing a 3D architectural model, watching a movie, playing a game, designing some trainers. When you are done then you take it off and continue using your Mac or iPad. You live in the real world and use your primary devices, Vision Pro can drop some magic into it, or take you somewhere else. It is a secondary device.
2. Aggressively cut cost. Vision Pro is simply too expensive and I believe is what is pushing Apple and a number of those who've already purchased to view this as a primary computing device. It costs more than a MacBook Pro so this must be able to fill a similar function. However if Apple I going to pivot to this being a secondary, or companion, it needs to be significantly cheaper to have any sort of traction in the market. Just some areas to reduce cost that come to mind - removing EyeSight, shipping with one strap, bring your own battery.
3. Focus on reducing weight. The device is heavy and not just in its own physical weight, it is also how that weight is distributed. Apple seems to have made a clear decision to have the entire device (minus the battery of course) in a single visor. This means however that weight is even more important to reduce the leverage effect applying pressure to your face. New materials need to be explored (could more plastics be used for example?), also removing features such as EyeSight, the front glass, maybe even making the AudioPods optional, would all go some way to reducing how heavy it feels. It's currently 600 grams, that is three iPhone 14 Pros on your face. If Apple could target losing 200 grams, one iPhone 14 Pro, this would make a world of difference I feel.
4. Make more practical/durable for travel. Travel is a great use for Vision Pro yet everything about the device seems to have been designed to be used at home. You can purchase a ginormous travel case which is completely impractical, it needs a cover to protect the fragile front glass, others can hear sound from the AudioPods and battery lasts for 2 hours. For this to work for travel I should just be able to throw this in my bag to watch a movie on the train yet it needs layers of protection for it to even leave the house.

So where do Apple go from here? Following these recommendations I think there is a great opportunity to bring a product to market under an "Apple Vision" name one that is cheaper, leaner, lighter and a much more useful. One which excels as a clear companion to your existing devices. This would in my mind have much more traction and actually be a more exciting product than what we currently have.

 

[Jony Ive]

They'll never remove Eyesight, and they have a point. They don't want people to believe it's a device that makes you isolated.

For me the main problem of this device is price and weight/size. Improve only these 3 things and people will want to use it more.

I laughed when I saw those Eyesight pictures, specially compared with the marketing material, but it's really useful even if it doesn't look as good.

 

[tomtad]

They'll never remove Eyesight, and they have a point. They don't want people to believe it's a device that makes you isolated.

For me the main problem of this device is price and weight/size. Improve only these 3 things and people will want to use it more.

I laughed when I saw those Eyesight pictures, specially compared with the marketing material, but it's really useful even if it doesn't look as good.

Apple see it as a marquee feature yes, but to me it has a certain air of Touch Bar to it. Seems a good idea and I can certainly understand the thinking to remove barriers but in practice it doesn't quite work out.

There are also a ton of downsides. It adds weight, cost, uses additional power and the exposed glass isn't durable.

I also think it reinforces the idea that this is something you keep on, you live in, and interact with people with when I don't think it should be doing that. Really this should be something you take off to talk to someone as that will always be a better experience than conversing with someone through video passthrough.

But in case you do end up conversing with someone in a Vision Pro, why is not seeing their eyes an issue? Just think about people wearing sunglasses, you can't their eyes yet that's not a problem.

 

[Jony Ive]

Apple see it as a marquee feature yes, but to me it has a certain air of Touch Bar to it. Seems a good idea and I can certainly understand the thinking to remove barriers but in practice it doesn't quite work out.

There are also a ton of downsides. It adds weight, cost, uses additional power and the exposed glass isn't durable.

I also think it reinforces the idea that this is something you keep on, you live in, and interact with people with when I don't think it should be doing that. Really this should be something you take off to talk to someone as that will always be a better experience than conversing with someone through video passthrough.

But in case you do end up conversing with someone in a Vision Pro, why is not seeing their eyes an issue? Just think about people wearing sunglasses, you can't their eyes yet that's not a problem.

You can see the tiny muscles around the eyes of people wearing sunglasses, so you can guess their expression, but not with the AVP.

Maybe I'm wrong but I'm 100% sure they won't remove it

 

[Bodhitree]

They certainly tried very hard to make the device “immersive”. Which is the approach you would take for a new type of computing.

But I just don’t think the apps will be there to make a convincing general business case. There are a lot of downsides to typing with the device on, and I can’t imagine it being better at word processing or spreadsheet work than a MacBook Pro with MS Office installed.

The case for creatives is a bit more tricky. I can imagine a lot of upsides to working in 3D on the device, but even that is a limited subset of the creative market. Is that enough to make the device a success?

Games and entertainment there are certainly possibilities for cool experiences, but will there be enough consumers to pay for them? Even the Meta Quest at 500 dollars struggles to be a big enough market for AAA games. So whether these will make the device a success remains to be seen.

So is ‘a bit of everything’ enough to convince people to buy it? I think it will remain a niche product, unless they drastically reduce the price.

 

[odanrot]

So I've been following the initial reactions to Vision Pro and while there's certainly been a lot of wow, this is incredible, from those first uses it seems the honeymoon is now starting to wear off fast. It's heavy, passthrough isn't great, you have borders around your vision, eye tracking doesn't work all the time and gets difficult to use on websites, there is lens glaring when viewing bright content in darker environments.

I could go on but it seems what has been sold as 'the era of spacial computing' isn't quite living up to expectation and what we seem to have is a very nice VR headset but one that struggles with the same common issues. Apple hasn't solved anything here but it is the best you can get, which is where The Verge ended up in their review.

So where do Apple go from here? I think they are going to struggle with this product without a clear shift in both the strategy and product. They have something here but I needs razor sharp focus on what it is for and how it fits into your digital life. Some thoughts:

1. Market the device as a companion. Apple seem to be marketing this as something you almost live in, something you'd spend a day in working, interact with people with and use for everything. This is a mistake and is simply something the device isn't able to deliver. Apple should market the device as something you put on to elevate experiences where it makes sense such as viewing a 3D architectural model, watching a movie, playing a game, designing some trainers. When you are done then you take it off and continue using your Mac or iPad. You live in the real world and use your primary devices, Vision Pro can drop some magic into it, or take you somewhere else. It is a secondary device.
2. Aggressively cut cost. Vision Pro is simply too expensive and I believe is what is pushing Apple and a number of those who've already purchased to view this as a primary computing device. It costs more than a MacBook Pro so this must be able to fill a similar function. However if Apple I going to pivot to this being a secondary, or companion, it needs to be significantly cheaper to have any sort of traction in the market. Just some areas to reduce cost that come to mind - removing EyeSight, shipping with one strap, bring your own battery.
3. Focus on reducing weight. The device is heavy and not just in its own physical weight, it is also how that weight is distributed. Apple seems to have made a clear decision to have the entire device (minus the battery of course) in a single visor. This means however that weight is even more important to reduce the leverage effect applying pressure to your face. New materials need to be explored (could more plastics be used for example?), also removing features such as EyeSight, the front glass, maybe even making the AudioPods optional, would all go some way to reducing how heavy it feels. It's currently 600 grams, that is three iPhone 14 Pros on your face. If Apple could target losing 200 grams, one iPhone 14 Pro, this would make a world of difference I feel.
4. Make more practical/durable for travel. Travel is a great use for Vision Pro yet everything about the device seems to have been designed to be used at home. You can purchase a ginormous travel case which is completely impractical, it needs a cover to protect the fragile front glass, others can hear sound from the AudioPods and battery lasts for 2 hours. For this to work for travel I should just be able to throw this in my bag to watch a movie on the train yet it needs layers of protection for it to even leave the house.

So where do Apple go from here? Following these recommendations I think there is a great opportunity to bring a product to market under an "Apple Vision" name one that is cheaper, leaner, lighter and a much more useful. One which excels as a clear companion to your existing devices. This would in my mind have much more traction and actually be a more exciting product than what we currently have.

Just out of curiosity...have you tried it or is this all conjecture from reading forums?

 

[Macalway]

I know where this is headed, as it's obvious. Weight/comfort. Shaving the grams

Also, as far as light seal, you could imagine using a very thin material custom made (3D printed), maybe even in-store. Again a weight/comfort thing

Over the years I've spent a lot of time finding sunglasses and readers that are as light as possible. To wear something that you can forget you have on is the goal.

Good luck with that. I't an all about consumer base, shareholder, numbers. Niche is nowhere.