Apple has unveiled an AR headset called the Vision Pro in the tech giant’s most significant product launch since the iPhone, promising that it will be “a new kind of computer”.
The device, which resembles a pair of ski goggles, projects apps such as web browsers, video calls and games into a wearer’s visual field, making them appear huge.
The device is Apple’s first foray into augmented reality, which Tim Cook, the chief executive, has said is the next major frontier in technology.
Unlike existing virtual reality (VR) headsets, wearers will be able to see the world around them while using the device. Other people will also be able to see the user’s eyes through the headset’s screen.
Price and user experience
Apple said the Vision Pro, which will cost $3,499 (£2,814), will be “the most advanced personal electronics device ever” when it is released next year.
The Vision Pro will be controlled using hand movements, eye tracking and voice instructions.
Apple showed off users experiencing a “personal movie theatre” while sitting on a plane, projecting several huge computer screens on a desk, and watching different sports games at the same time on multiple virtual televisions. The device will scan users’ irises to verify their identity, for example to make payments or enter passwords.
Mr Cook described the Vision Pro as “a new kind of computer that augments reality by seamlessly blending the digital world with the real world”. He said it was the “first Apple product you look through, not at.”
He also suggested that the device was the start of a long-term push into AR, saying it will “introduce us to spatial computing”. Mr Cook has said that he ultimately wants the company to be able to fit the technology into eyeglasses.
He said the device “will change the way we communicate, collaborate, work and enjoy entertainment”.
The high price of the Vision Pro means it will be likely to be out of reach for many people at first, although the “Pro” branding suggested that cheaper versions are likely to be released in future.
The product has been the culmination of years of work on AR, which has been a priority for Mr Cook but has so far struggled to become a mainstream technology.
Lightweight design
It is designed to be lightweight and not overheat, connecting to an external battery that wearers hold in their pocket. The battery will last for around two hours, or the device can be plugged in.
The launch of the device kicks off a new rivalry with Mark Zuckerberg’s Meta, who has bet the Facebook owner’s future on AR and sister technology VR. Meta last week announced a new version of its Quest headset.
Apple shares hit an all-time high on Monday in anticipation of the launch, valuing the world’s biggest company at $2.9 trillion, but fell after the company revealed the Vision Pro’s higher-than-expected price and its announcement that the new product would not be released until next year.
Apple said the Vision Pro will be released early next year in the US, and in other countries later in 2024. The staggered launch suggests initial supplies may be limited.