The augmented and virtual reality space might be about to get a whole lot bigger, as rumours of an imminent announcement from Apple about an AR/VR headset coming soon. Apple has been a huge influencer in shifting consumer behaviour in the past, so if this does eventuate, it may shape the proliferation and usage of this technology.
Apple has been experimenting with augmented and virtual reality behind the scenes for years. Initially reported by Bloomberg back in 2017, when Apple purportedly trademarked a new operating system called “RealityOS”. Trademarks for this have stated that this is connected to “wearable computer hardware”, and is related to “computer hardware, software, peripherals, and computer and video games design and development”.
Apple CEO, Tim Cook, has stated recently that people should “stay tuned” for some upcoming announcements around Apple’s augmented reality capabilities. With Apple’s dominance in the tech manufacturing space, this operating system would be directly connected to aesthetically appealing Apple hardwear. It is believed that this headset is designed for mixed reality, allowing users to experience augmented and virtual reality. While no confirmed headset preview has surfaced, it has been reported that directors at Apple began testing the headset in May this year.
However, Apple’s recent Worldwide Developers Conference (WWDC) earlier this month saw a number of announcements, predominantly around technological updates and improved features, but conspicuously absent was any mention of the AR/VR OS. This would have been an ideal time to officially unveil their move into the metaverse, as it would be a chance to get their developers up to speed so they can start working on new products and services. But, there may be some nervousness within Apple around the timing of launching a new product like this. Especially when looking at their main rival, Meta.
Meta’s ostentatious rebrand and investment into the metaverse has been met with resistance by consumers, who are yet to fully embrace the technology sitting within Meta’s Oculus technology, and reservation from investors, as Meta shares continue to drop since the announcement last year. While long term predictions still point to the metaverse being a $13 trillion USD industry by 2030, concern around the short term viability of this is apparent within Meta, as they look to cut back on their metaverse ambitions this year, after investing $10 billion USD last year.
With all due respect to Meta, they simply do not have the technology sway of Apple. If Apple does dive in, this would truly signal to consumers that AR/VR and the metaverse are no longer a nascent idea, and is ready to truly move into the emerging space. In fact, we simply need to look at Apple’s launch of the iPhone 15 years ago to help shape what could happen over the coming months/years.
A number of established brands were already offering some innovative products in a highly competitive mobile phone market, but Apple came in and rewrote the script almost overnight with regard to what consumers expect in a mobile phone. Latest rumours suggest that we could see an official announcement and release of this in early 2023. Given the way Apple has such a proven track record of shaping consumer behaviour, creating products that dominate cultural experiences, their move into the metaverse space could be huge in establishing the future normal in this virtual space.