Apple Will Take Scattershot Approach to Pitching AR/VR Headset

Apple is adopting a scattershot approach to the features of the forthcoming Reality headset, believing that a wide range of possibilities would entice users to try the device. Also, the Apple Card savings account is officially available, the company's first stores open in India, and there is fresh information on the headset's charging technology.

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Last week, Power On reported that Apple intends to unveil more than only its new headset at WWDC in June.

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The Starters

When Apple Inc. decided to create a headset roughly seven years ago, it employed a former NASA engineer who had explored Mars using augmented and virtual reality. The great concern at the time was, "Why would an average consumer need such a device?"

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That question remains unanswered as the business prepares to launch the product in June. Apple has yet to develop a killer app that will make the $3,000 headgear a must-have item. Instead, it attempts a new strategy: throwing everything but the kitchen sink at customers.

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Apple intends to load the headgear with a range of activities — games, wellness services, even a virtual reality program for reading books — in the hopes that users will find something they enjoy.

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It's not such a crazy idea. After all, Apple did the same thing with its watch. Tim Cook, Apple's CEO at the time, marketed the original Apple Watch as a highly accurate clock, a fitness tracker, a method to communicate personal messages to other wearers — and much more. He mentioned utilizing it as an Apple TV controller, an iPhone camera viewfinder, and a walkie-talkie in his presentation. 

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"The list of features is a mile long, and I'm certain that when developers get their hands on the developer kit, the list will grow even longer," Cook said at the launch. 

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However, it quickly became evident that certain traits were not winners. Apple first touted the ability to communicate your pulse to contacts, which did not go over well. It also included a Glance mechanism for swiping through widgets, which is no longer available. Despite the product's name, telling the time is no longer a primary feature.

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In reality, Apple had no clue which alternatives would be popular. Finally, it concentrated on health tracking, alerts, and complication-rich watch faces — but only after users identified those functions as favorites. 

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Nine years later, we're going to witness something similar with the Apple headset, which is expected to be branded the Reality Pro or Reality One based on trademark filings. The smartphone is jam-packed with cutting-edge technology and features.

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They include: 

• The ability to run most of Apple's existing iPad apps in mixed reality, which combines augmented reality and virtual reality. Books, Cameras, Contacts, FaceTime, Files, Freeform, Home, Mail, Maps, Messages, Music, Notes, Photos, Reminders, Safari, Stocks, TV, and Weather are among the apps included.
• A new Wellness app focusing on meditation, with immersive visuals, soothing noises, and voice-overs.
• The ability to run hundreds of thousands of current third-party iPad apps from the App Store with no additional work or minor tweaks. 
• As part of Apple's drive into broadcasting live games and news, a new gateway for viewing sports in virtual reality has been launched. 
• A strong emphasis on gaming, including top-tier titles from established third-party developers for Apple's other devices.
• A function that allows the headset to be used as an external display for a connected Mac. 
• Advanced videoconferencing and virtual conference rooms featuring lifelike avatars, ideally allowing users to communicate in the same location. 
• New collaboration options are available through the Freeform app, allowing users to collaborate on virtual whiteboards and go through the content together.
• A new VR-focused Fitness+ experience for working out while wearing the headset (albeit this feature is likely to be delayed).
• A method of watching video while immersed in a virtual environment, such as a desert or the sky. 

Users will also be able to manage the headgear in a variety of ways, including through hand and eye control and Siri. It will also operate with an external keyboard or controllers from another Apple device.

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These additions will be accompanied by a slew of third-party apps. At the Worldwide Developers Conference, Apple plans to announce a software development kit and a Mac-based headset simulator, as well as encourage attendees to create apps and services for xrOS, its new mixed-reality operating system. 

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I expect Apple will refocus the headset on a more manageable collection of capabilities over time, as it understands which ones customers prefer. 

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The major issue is whether Apple has enough time to go through all of that before people lose interest. Meta Platforms Inc. serves as a cautionary example. With an uncertain aim, it lost customers early on, and there are stories of owners relegating their Quests to bedside drawers mere months after purchase.

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I expect Apple to adapt rapidly to market needs to avoid this destiny. A mixed-reality headset might be a crucial part of Apple's future with the appropriate pricing modifications and technology advancements.

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The Bench

The headset from Apple will have a new proprietary charging connection. The usage of an extra battery that rests in a user's pocket and connects via wire is one of the device's most startling design components. Apple decided to minimize weight and increase comfort. I blogged about the relocation a few months ago, but I can now provide some further information on how the system operates. 

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The headset will feature two ports: a data USB-C connector and a new proprietary charger. The charging cord for the headset includes a circular tip that magnetically fits. 

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To keep the connection from slipping out during usage, spin it clockwise to secure it in place. The cable attaches to the battery pack, and the two parts are not removable. 

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The pack resembles Apple's iPhone MagSafe battery pack and should run the headset for roughly two hours. It's around the size of an iPhone but somewhat thicker. The pack is supposed to be charged through USB-C and powered by the same adaptor that comes with the MacBook Pro. Given the limited battery life (because of the usage of an M2 processor and twin 4K panels), I'm sure Apple will give the option to purchase additional packs.

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Apple Card savings accounts are officially available, further tying customers to their iPhones. This week, the business created headlines in the financial world by launching its long-awaited savings account. The most important announcement was the interest rate: 4.15%. This is greater than the yearly percentage interest offered by most traditional banks for savings. While the new product is noteworthy and only the tip of the iceberg in terms of Apple's financial goals, I am hesitant to give it too much attention. The service is only accessible in the United States and needs an Apple Card, and it's not even visible in the Wallet app. Apple has a long way to go in this area.

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Apple's first stores in India have opened, but don't expect them to boost local income immediately. This week, the corporation firmly planted its flag in India by launching two retail stores: one in Mumbai and one in New Delhi. Cook was on hand to greet celebrities and government officials as well as open the outlets. However, the decision was more symbolic than anything else, as the outlets would not generate much cash on their own. They're more of a hint that Apple sees the nation as a sales engine as well as a production powerhouse.

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The Schedule

Apple will report results on May 4th. The company has cautioned investors to temper their expectations for the fiscal second quarter, which ended at the end of March. Apple has stated that it expects sales to fall approximately in line with the December quarter when revenue fell by around 5%. The iPad and Mac are projected to witness unusually severe drops, although the iPhone may improve slightly due to Apple supply chain issues being resolved. During the quarter, Apple released a redesigned HomePod as well as MacBook Pro and Mac mini upgrades.

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WWDC 2023 will take place from June 5 to June 9. The next Worldwide Developers Conference will take place in Cupertino, California, at the Apple Park facility. The large keynote talk will take place on the first day, followed by developer workshops online throughout the week. Apple plans to unveil its new headgear during this event, along with the first version of xrOS and new MacBooks, as well as upgrades to iOS, iPadOS, macOS, watchOS, and tvOS. 

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