Since its US launch in February and subsequent rollout to more markets in June, Apple's Vision Pro has received praise and criticism. After personally experiencing it at the Canton Road Apple Store in Hong Kong, my biggest takeaway was that it was a truly "smooth" experience.
Regarding the three major criticisms of Vision Pro—its high price, lack of content, and discomfort during long periods of use—these are all valid. After trying it out, I feel that Apple's temporary compromise is aimed at "letting a few people get a glimpse of the future first." While these shortcomings can't be resolved overnight, at least in terms of visual experience, Vision Pro will not disappoint.
Credit: Apple
Store demo highlights the Vision Pro's best side
The entire demo experience lasts about half an hour and can be booked online in advance. Initially, the store staff uses a specialized app on an iPhone to scan the user's face and select the appropriate Vision Pro size.
Before wearing the Vision Pro, the staff explains the most basic controls. They also ask if the user is uncomfortable with scary content or afraid of heights to avoid startling anyone during the demo.
Once the Vision Pro is on, there's a simple tutorial. During the experience, the staff can see what the user is viewing on an iPad and offer guidance if the user gets stuck.
The demo starts with simple operations and photo browsing, then moves on to more interactive content. However, I didn't get to try productivity tools or communication apps.
What amazed me the most was the Vision Pro's "immesion." It felt like I was at a live sports event, watching basketball players score or soccer players shoot, and I could even join in on the team's celebration.
Apple also designed interactive content, such as butterflies landing on your hand. You can "see" your hands in the display with almost no lag. You can also use the digital crown to "see" your surroundings, again with no noticeable delay.
Turning the digital crown allows you to choose how much you want to be "immersed" or "transparent." For example, in the Calm app, you can fully immerse yourself in a scene with neuron-like spheres guiding relaxation or breathing exercises.
From the experience, I believe Apple isn't rushing for immediate success but instead wants to first show what the VR experience should look like. Vision Pro's controls are very intuitive; if you know how to use a mouse, you'll know how to use it. The hand gesture functionality doesn't require additional controllers either.
Besides that, you can tell that the demo content is carefully curated by Apple to showcase the potential of future entertainment content. If events like the World Cup, the Golden Horse Awards red carpet, or reality TV shows integrate with Vision Pro, it would likely spark brand-new fan economy opportunities.
Three major issues have solutions, but will take time
An IDC report indicates the Vision Pro may sell fewer than 500,000 units in 2024. The high price, lack of content, and discomfort during extended use sessions remain its biggest shortcomings.
The lack of users and high production costs deter developers. For example, in terms of video content, although Apple has partnered with Disney and Vision Pro's demo videos are impressive, creating such high-quality video content is bound to be costly.
As for pricing, Bloomberg reported that a more affordable version, the "Apple Vision," is still under development and expected to launch by the end of 2025. The goal is to bring the price down from $3,500 to between $1,500 and $2,000 to help Vision Pro reach the mainstream.
Meanwhile, Apple has spotted opportunities in the enterprise market. In a recent earnings call, Apple revealed that Vision Pro is popular with businesses, with over half of the Fortune 100 companies purchasing units for employee training or product demonstrations.
Another IDC survey shows that 35% of U.S. businesses are interested in trying Vision Pro, with the financial and healthcare industries showing the most interest. However, whether this is considered successful is debatable. Analysts believe Vision Pro still has a long way to go before becoming a "must-have" product.
Although Vision Pro currently faces a lack of content, developers, and buyers, making it a niche product, the Hong Kong store staff mentioned that the in-store demo experience is very popular, with many people eager to try it. Some even made purchases right after trying it. This suggests Vision Pro has significant potential, but the magic hasn't fully matured yet.
Credit: Apple
