Apple always has the Apple TV , they had the Apple TV in 2008 , just didn’t do much with it. AR and VR are not taken off period more and more company’s are leaving that space. This rumour has been going around since 2015 and it’s still not happened. Apple have moved away from the AR market it’s obvious when they talk about the iPhone, and Mac’s, meta has even questioned the VR space and looking at other avenues, PSVR for gaming is now locked behind a Sony programme on the PlayStation website to buy one. The fact they are not even giving them to the general public stores says it all. Apple buisness is working on trends and the tv space now. They are moving towards apps and interface with trends. It’s the same with the foldable phone , apple have no interest in a foldable phone cause it’s not taken off and sales are not high. It’s all about the camera and software for pics and social media now and subscriptions. This site posts stuff as fact , yet it’s been the same “ fact since 2015 “ .. AR is not in development at apple, and if it is it’s at least 10 years away .. the market is not there for it.
I think there are two defining features of a successful AR/VR platform. Successful meaning iPhone like traction.
1. Size and comfort of device.
2. Software aka Killer apps
IF these two factors are not in place, it will not reach the "Mainstream"
Meta has neither, Apple has the potential to make both. Even Apple likely wont have the "Size and comfort" at launch. But they will likely get the killer apps faster then Meta ever could. AND they likely have some potential killer apps in-house. Like Maps and whatnot.
Meta will ride the coat-tails of apple to some sort of success, they are betting on being the "google" and "Microsoft" of the VR/AR generation. But they are launching too fast and are climbing an impossibly high hill for a company that only has a social network to lean on. So I think it makes strategical sense for Apple to let Meta tumble as much as possible on that hill. And that point is probably around now. Facebook has proven they cannot launch VR/AR to the mainstream.
To make it clear, Apple will not be able to have the phone market forever, there isn`t much left to innovate on in that space. It`s all just incremental improvements and they are likely seeing that.
Breaking into AR/VR devices will be a fresh market with a high need of innovation and breakthrough tech... Apple designs the best ARM lowpower chips... Apple makes the best phones and wearable tech. These are undeniable facts. SURE you can say android has a better camera or whatnot... But its a moot point when the cpu is all that matters for implementing new tech that requires exceptional performance.
Apple has been positioning and implementing tech already for years. They made an AR/VR file/object framework. They have shipped LiDAR scanners for years. They have made/acquired a facial tracking system that is shipping already. And it works pretty well I would say...
What other reasons would there be for a remote communication platform where you can have virtual meetings with a feeling of presence close to meeting in real life? Oh I don`t know... A global pandemic? And what else? Oh a rapidly worsening climate crisis? ... VR/AR makes too much sense for the world, it is the same as the internet from early 90ies to 2000, everyone knew it would be huge. Denying that it will happen is denying that the world moves forward..
IF they are ever going to do AR/VR, now or soon is the optimal time for Apple. IF they do not, they risk the window to close (Meta goes bankrupt/gets abandoned.. Leaving a huge stink-stain on the concept) and then they will face climbing the hill from scratch or worse in 3-4 years and that someone else beats them to the punch and they risk loosing the market.
