As always with Apple, fans of the apple brand were there. On Friday February 2, many people lined up to be the first buyers of the brand’s latest products, the Vision Pro, a mixed reality headset. It takes this enthusiasm to obtain an object for 3,500 dollars (3,250 euros), distributed for the moment only in the United States, where 200,000 pre-orders have been recorded.
“Today marks the beginning of a new era for computing”according to Tim Cook, the boss of Apple, that of “spatial computing”. Equipped with the headset, the user can access their applications, while maintaining a view of their environment, or choose, by manipulating a wheel, to lock themselves in a completely immersive virtual reality, to enjoy a film for example. . Interaction with the interfaces is done with a simple movement of the fingers, while competing products (Oculus Quest from Meta, HoloLens from Microsoft or the HTC Vive) require the use of controllers.
With its external battery, its weight considered too heavy by some users, the product has however come under criticism. Videos have circulated on social networks to mock the use in public by its users of this device – rather reserved for sedentary use –, a sign that this category continues to suffer from a lack of social acceptability.
Even more annoying, Vision Pro users who forgot their password to use their device would be forced to return it to the store – even though the brand has been built on an ecosystem where all products must connect seamlessly. Another worrying signal is that very popular platforms, such as Netflix or YouTube, have chosen not to design ad hoc applications for the Vision Pro.
“A commercial pilot”
Thomas Husson, analyst at Forrester, recognizes this: “The product is not perfect, it is a commercial pilot, which is a bit unusual for Apple. » However, he explains that the brands with whom he has interacted are interested in this new space – knowing that Apple attracts a wealthy clientele: 36% of its customers have annual incomes exceeding $100,000, more than all its competitors, according to Forrester.
Arriving at the helm of Apple in August 2011, Tim Cook is considered an excellent manager who saw Apple’s capitalization exceed $3,000 billion in June 2023. However, he is not considered a visionary, the opposite of Steve Jobs, his predecessor, founder of the company.
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