Apple Vision Pro debuts in the USA on the 2nd for R$ 17 thousand – 01/08/2024 – Tech

Apple’s augmented reality glasses, called Vision Pro, arrive on the American market on the 2nd. The device announced in June 2023 marks Apple’s debut in this segment, until then dominated by Meta and video game manufacturers.

The Vision Pro will be sold at prices starting at US$3,499 (about R$17,100). Pre-sale starts on the 19th. The announcement released this Monday (8) does not indicate a launch date in other countries.

The augmented reality glasses were the main attraction at Apple’s developer event, when the company tried to sell the device as a “spatial computing” platform. The iPhone manufacturer showed its intention to separate virtual reality from the world of video games.

The presentation showed cinema sessions with infinite screens, spectators watching sports with the possibility of consulting data in real time and even professional production experiences in graphic design and video editing.

Apple’s main competitor in the area of ​​virtual reality is Meta, which sells its Oculus Meta Quest 3 for US$500 (R$2,442). Also the owner of Instagram and Facebook, the company also tried to go beyond video games with technology with its first launch in 2019, but, after failing, it embraced the gamer market and today has better results.

The market still shows signs of skepticism regarding the large-scale commercial success of augmented reality glasses, mainly due to the high price. Among large technology companies, Apple was the one that showed the lowest growth in 2023, a year marked by optimism with the popularization of artificial intelligence.

Apple shares, however, rose 1.20% in the early afternoon of this Monday, after the announcement of the device.