It's Apple's Turn To Join The Quest For The Metaverse

Despite rivals slowing their march toward the metaverse as Apple's virtual reality pushes forward, iPhone fans are eager to see if the iPhone maker puts a culturally defining spin on the virtual world.

‍

Apple's annual Worldwide Developers Conference in June will be an important opportunity for programmers and software companies to get a jump start on providing content for the long-rumored VR or augmented reality (AR) "goggles" that Apple has been teasing for years.

‍

Earlier this week, Apple CEO Tim Cook fueled speculation about the company's plans for augmented reality in a GQ interview, saying the technology was "exciting" and that the company had a long history of coming up with innovations on its own, even when no one was listening.

‍

It will be true to say that I am not interested in combining pieces of somebody else's stuff with my own," he told GQ, claiming that both the iPhone and Apple Watch have their serious critics, as even the iPhone and Apple Watch were not without their critics.

‍

Despite Cook's statement, I think it is safe to assume that Apple's plans for eyewear are not confirmed at this time. Instead, he chose to focus more broadly on the potential for VR or augmented reality, and defend the long time passed for releasing a product.

‍

According to Creative Strategies analyst Carolina Milanesi, of products that come with augmented or virtual reality (AR/VR), Apple will try to put its own spin on it and then lead others to the water.

‍

Whenever Apple enters a field, there is a good chance that other companies will follow suit."

‍

There is no doubt that Apple will approach the metaverse differently than Meta, which has proclaimed this to be the future of the internet while slowing down its significant investments as part of a wider campaign of belt-tightening across the organization.

‍

A role for augmented reality in Cook's view is that it will be possible for Apple products to overlay a real image on top of virtual imagery to create a new product that will be better than the original.

‍

Though Meta has been a leader in the emerging sector, its experience with the metaverse has been humbling.

‍

It is estimated that over 80 percent of equipment from the company's Quest unit made up the mix of "mixed reality" headsets shipped at the end of last year, according to market-tracking company Counterpoint research.

‍

As of today, Facebook has fired tens of thousands of its employees and promised to get back to the basics of the social network less than 18 months after changing its name to Meta to reflect an emphasis on the metaverse.

‍

Last month, Google Glass was mothballed for good following a decade-long effort by the search engine giant that was abandoned for good after a disappointing start. Meta's flop follows Google Glass failure.

‍

A statement by Milanesi stated that Meta's mission and Apple's mission are two different things and that both are equally important.

‍

Essentially, Meta is looking to create a digital version of Facebook that is immersive and uses advertising to make money to sustain itself.

‍

Analysts believe Apple's business model is modelled around selling premium devices to people and then offering them software, apps, films, and other content to consume on those devices, along with games, apps, and movies.

‍

Streaming television or music services, such as Apple's, could be available in the form of augmented reality or virtual reality, giving viewers exclusive virtual seats to films.

‍

As a result of the hype surrounding the highly anticipated glasses or goggles, Wedbush analyst Daniel Ives suggests that the company can capitalize on its strengths while expanding its ecosystem.

‍

Ives told me that Apple has the golden goose when it comes to installed devices, as well as the opportunity to go after this market, while Microsoft and Meta are in enemy waters when it comes to pursuing this market.

‍

Apple is looking at expanding its customer base through a hardware play and this would be a very good play for the company.

‍

At the developers conference in June, Wedbush expects Apple to reveal their "Glasses" AR/VR headsets, at a cost somewhere around $2,500, however others believe that they will cost $3,000.

‍

It is a controversial move by Apple, but Ives, speaking to AFP, said the company believes it is the right strategic move to make.

‍

It has been recommended that investors tread carefully when following Apple rumors according to Avi Greengart at Techsponential and Rob Enderle at Enderle Group.

‍

There may be no better time to launch a consumer headset since Facebook has recently lost a considerable amount of money from doing so, Enderle said.

‍

The writing is on the wall for Apple; however, it might be too late for them to prevent a train from coming down the tracks at this point.

‍

A major factor that might determine Apple's fate, Greengart said, would be the problem they solve for consumers if they do introduce some kind of goggles.

‍

In his interview with AFP, Greengart said the Meta Corporation, Google, and Microsoft were all retrimming or pulling back from their businesses.

‍

As for the future of augmented and virtual reality, it remains an open question as to what will become of this technology.".