Apple Metaverse and the teaser marketing with Vision Pro – Will it happen or not?

Apple's unveiling of the Vision Pro at WWDC 2023 caused a sensation and was considered the highlight of the event. The long-awaited reveal of Apple's first mixed-reality headset, equipped with the powerful M2 chip, was technically impressive and overshadowed the competition.

However, it also became clear that Apple primarily showcased the polished features of the Vision Pro during the presentation, deliberately omitting many of the major issues. Several challenges and less-than-smooth behaviors remained, which Apple barely addressed during the demo or even in the developer sessions. The fact that the Apple Vision Pro isn't slated for release until 2024 demonstrates Apple's awareness of the significant work still ahead. In the meantime, Apple has begun massively expanding its team to tackle these challenges.

Another issue that became apparent after the release of the visionOS SDK was the limited porting of Apple's own apps. Calendar, Maps, Books, and Mail still lack native versions for the Vision Pro. Furthermore, the reliability and stability of the system itself need improvement, and Apple's developers have a lot of work ahead of them to achieve this by next year.

Another feature that is still in development is “EyeSight,” which allows the user's eyes to be displayed. Although this feature could be admired during the presentation, it was not available during the subsequent tech demos with invited journalists.

By not mentioning the metaverse, Apple has achieved two brilliant things from a marketing perspective (teaser marketing):

• The term "Metaverse" still lingers in some people's minds, even though it has long since established itself as an independent industry term, separate from Meta. To avoid unnecessarily promoting Meta during the product launch, which could have given them a media boost, Apple omitted it entirely, keeping its presentation clean. In doing so, Apple did the Metaverse industry a great service, preventing Meta from emerging from obscurity and promoting its own commercially and, for the industry, "meaningless" version of the Metaverse.

  More on this here: Opinions & criticism of "Metaworse": The Metaverse is rubbish – and risky, pointless & dangerous for companies | Mechanical Engineering & Industry

• To date, Apple has not issued any clarification stating that it has no ambitions for the Metaverse. A lack of mention is not a no, yet this topic dominates the media. This is tried-and-tested teaser marketing, which Apple has mastered very well.

In fact, I assume that Apple itself doesn't want to commit to a specific definition yet, because for Apple and many others, the exact definition of the metaverse is still not finalized. The Fraunhofer Institute is also working on the (industrial) metaverse, so it's no longer just a buzzword when reputable companies or institutions engage with it.

More information here:

• What is the Industrial Metaverse? How does it differ from 3D platforms and their 3D demos, all the way to digital twins?

Simply try out our universally applicable (B2B/Business/Industrial) Metaverse Configurator for all CAD / 3D demo options:

Xpert (B2B/Business/Industrial) Metaverse Configurator for all CAD / 3D data, usable on all end devices, one platform!

Related to this:

• Industrial Metaverse Configurator for all CAD / 3D Demos

Marketing that deliberately withholds details to heighten curiosity can be called "teaser marketing." It's a tactic where information is intentionally withheld to pique the interest and curiosity of potential customers and encourage them to want to know more.

This type of marketing can take various forms. For example, companies can launch teaser campaigns, releasing short and mysterious commercials, ads, or social media posts that reveal only a fraction of the information. This piques the target audience's curiosity and encourages them to find out more about the advertised product or service.

Mysterious marketing can also be achieved through sophisticated word choice and hints in the advertising message. Instead of revealing everything, targeted information is provided that arouses enough interest to prompt the target audience to seek further information or engage with the advertised offer.

This marketing strategy is based on people's psychological response to uncertainty and curiosity. By withholding information, a lack of completeness is created, which intensifies the desire for more information and increases the likelihood that potential customers will take action to acquire the missing knowledge.

Mystery marketing can be effective in attracting attention and sparking interest. It can help a brand or product stay in people's minds and motivate them to learn more. However, it's important to strike the right balance to ensure enough information is provided to maintain interest, but not too much is withheld, risking frustration or losing potential customers.

Banking Metaverse: Where do the potentials lie? – Image: Xpert.Digital

From duopoly to metapoly – When we risk losing track

The era of the duopoly in Germany, with only three television channels, lasted from the late 1950s to the 1980s. During this time, the public broadcasters ARD and ZDF were the main players in the visual market. These channels offered viewers a limited selection of programs, covering various genres such as news, entertainment, education, and culture.

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The boundary can be broken with a suitable metaverse. However, it must not be limited to a single device (VR glasses), but must be usable on virtually all possible visualization displays. Whether a refrigerator with a display qualifies is debatable. But who knows if we'll even be carrying smart devices with us in 50 years and be able to use every possible device in our environment for this purpose when needed?

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Clarity is a central element of UX design at Metapol. It's crucial that users can easily identify and access the content, apps, and features relevant to them. A cluttered main view displaying all apps and information at once can be confusing and overwhelming. Therefore, design principles should be applied that ensure a clear hierarchy and organization of content.

More information here:

• From duopoly to metapoly with extended reality: Metaverse for banks? Where do the potentials lie?

VR (Virtual Reality) and MR (Mixed Reality) glasses have the potential to shape and change the metaverse in a variety of ways. Through their immersive functions and the integration of virtual and real elements, they open up new possibilities for interacting with the digital world.

Virtual worlds and social interaction

VR headsets allow users to immerse themselves in virtual worlds and interact with other users in real time. The metaverse can thus become a place where people from all over the world can come together, meet, communicate, and engage in shared activities. For example, users in a VR environment can participate in virtual events, attend concerts, play games, or hold virtual meetings.

Augmented Reality and Contextualization

MR glasses offer the possibility of seamlessly integrating digital content into the real world. Users can see information, graphics, or instructions directly in their field of vision while observing their surroundings. This allows them to enhance their experiences and access information in real time without leaving their physical environment. For example, MR glasses can be used in medicine to display relevant medical data to doctors during surgery.

Virtual trading environments

VR and MR headsets allow users to experience virtual shopping. Instead of just viewing products on a screen, they can immerse themselves in a virtual environment where they can view, try on, or test products from different angles. Virtual commerce environments can make shopping more convenient and engaging, giving users a more realistic feeling before making a purchase decision.

Virtual training and simulations

VR and MR headsets offer an effective way to conduct training and simulations. Instead of needing physical training rooms or expensive equipment, companies can create virtual training environments where employees can gain hands-on experience and develop specific skills. For example, pilots can train in a virtual flight simulator, or surgeons can gain practical experience in a virtual surgical simulation.

Creative design and expression

The metaverse offers a platform for creative design and expression. Using VR and MR headsets, users can create artwork, sculpt virtual forms, or develop immersive stories and experiences in virtual spaces. Creative tools and platforms allow users to harness their imagination and share their work with others.

➡️ The development and integration of VR and MR headsets into the metaverse is still in its early stages. Technological challenges remain, such as improving image quality, reducing latency, and ensuring a comfortable and user-friendly design. Furthermore, privacy and security issues must be addressed to gain user trust.

➡️ Nevertheless, VR and MR headsets offer exciting opportunities to shape and expand the metaverse. They can change the way people interact, learn, act, and express their creativity. With further technological advancements, we will undoubtedly see even more fascinating developments in this area in the future.

The following list contains the top ten manufacturers of VR, AR, and MR glasses, along with their full company names and some key information about their products. It's important to note that the order of the top ten may change depending on market trends and sales figures. This list provides an overview of some of the leading manufacturers of VR, AR, and MR glasses who have significantly contributed to the development and widespread adoption of these technologies.

New: Apple Inc.

• Known for the Vision Pro, a mixed-reality headset
• Available from 2024

Oculus (Oculus VR, LLC, a subsidiary of Meta/Facebook)

• Known for Oculus Rift, Oculus Quest and Oculus Go
• Oculus Rift was one of the first high-end VR headsets on the market.
• Oculus Quest offers wireless VR experiences without a PC or cables.

HTC (HTC Corporation)

• Known for HTC Vive and Vive Pro
• HTC Vive was one of the first VR headsets developed in collaboration with Valve.
• Vive Pro offers improved resolution and tracking features.

Sony (Sony Interactive Entertainment LLC)

• Known for PlayStation VR (PSVR)
• PSVR is compatible with the PlayStation 4 console and offers VR gaming experiences.

Microsoft (Microsoft Corporation)

• Known for Microsoft HoloLens
• HoloLens is an AR headset that overlays digital content onto the real world.

Samsung (Samsung Electronics Co., Ltd.)

• Known for Samsung Gear VR
• Gear VR is a mobile VR platform developed in collaboration with Oculus.

Google (Google LLC)

• Known for Google Cardboard, Google Daydream and Google Glass
• Google Cardboard is a low-cost VR platform that works with smartphones.
• Google Daydream is a mobile VR platform for select Android smartphones.
• Google Glass was an early AR glasses device with a focus on enhanced information and notifications.

Magic Leap (Magic Leap, Inc.)

• Known for Magic Leap One
• Magic Leap One is an AR headset that overlays digital content onto the real world.

Valve Corporation

• Known for Valve Index
• The Valve Index is a high-quality VR headset with high resolution and tracking accuracy.

Pimax (Pimax Technology (Shanghai) Co., Ltd.)

• Known for Pimax VR headsets
• Pimax offers VR headsets with a wide field of view (FOV) and high resolution.

Lenovo (Lenovo Group Limited)

• Known for Lenovo Mirage Solo
• The Lenovo Mirage Solo is a standalone VR headset with integrated Google Daydream.