2-6-2023 (SAN FRANCISCO) Tech giant Apple Inc is anticipated to make a significant announcement regarding a new headset that combines virtual and real-world experiences at its upcoming annual software developer conference. The rivalry between Apple CEO Tim Cook and Meta Platforms Inc’s CEO Mark Zuckerberg is intensifying as they strive to shape the future of technology, where the realms of physical and digital converge.
Zuckerberg has already outlined his vision for the “metaverse,” a parallel digital universe where individuals can gather for work and play, and has introduced related products over the years. In contrast, Apple’s marketing chief Greg Joswiak recently expressed no interest in using the term “metaverse.” Furthermore, Apple’s rumored device is yet to be confirmed. The presentations by Apple at the Worldwide Developers Conference are scheduled to commence on Monday at 10 a.m. PDT (1700 GMT) in California.
Until now, Apple, primarily recognized for its iPhones, has focused on augmented reality technologies that function on existing devices, such as enabling retailers’ apps to showcase virtual furniture in customers’ living rooms.
Anshel Sag, principal analyst at Moor Insights & Strategy, commented, “Meta and Apple are competing with each other. The difference is that Meta is doing it publicly, while Apple is doing it privately.”
Experts believe that the rumored Apple device, resembling ski goggles and potentially priced around $3,000 as reported by Bloomberg, serves as a placeholder. Analysts assert that Apple’s ultimate ambition is to create transparent glasses that overlay digital information onto the real world, wearable throughout the day. However, faced with competition, Apple decided to launch its own goggles.
Apple has refrained from disclosing details about its future plans and products.
While Apple glasses are still years away in terms of development, rival companies like Sony Group Corp and Pico, owned by TikTok parent ByteDance, have already introduced mixed-reality headsets that provide a glimpse into the possibilities of blending real and virtual worlds. Meta Platforms recently announced its $500 Quest 3 headset, following the release of the $1,000 Quest Pro last year.
Since 2017, Apple has been promoting augmented reality features for its iPhones and iPads. However, the mainstream applications have largely been limited to furniture shopping apps and a few games.
Industry insiders refer to mixed- or augmented-reality technology as “XR.” Analysts suggest that one of the reasons Apple has maintained a discreet approach is the uncertainty surrounding how people will ultimately utilize this technology. The absence of a “killer app” for such a device has contributed to Apple’s decision to focus on creating a premium product that can showcase its potential to software developers, enabling them to develop compelling applications.
Ben Bajarin, chief executive and principal analyst at Creative Strategies, remarked, “No one there believes this market is anywhere near ripe in the foreseeable future.”
For Apple, the greatest challenge lies in staking its reputation for delivering polished products while engaging in an expensive battle with Meta for dominance in a market that is still in its infancy. According to data from research firm IDC, Meta accounted for 80 percent of the 8.8 million units of the augmented and virtual reality headset market last year. In contrast, Apple sold an estimated 226 million iPhones alone.
While Meta currently has products available, Apple enjoys a significant advantage in shaping this emerging field among software developers. Jitesh Ubrani, a research manager tracking the XR market at IDC, highlighted Apple’s strong relationships with developers who seek access to an installed base of 2 billion devices, including Macs, Apple Watches, and iPhones.
Ubrani noted, “They can leverage that ecosystem they’ve already built to keep users within their walled garden. And Apple is in a much better position to give you an experience that works across devices than Meta is.”
