Apple wants to put a computer in your face – 06/11/2023 – Ronaldo Lemos

Those who bet that the “metaverse” was dead had to swallow hard this week with the launch of the Apple Vision Pro. To the surprise of many (including competitors) the company is launching an augmented reality viewer to be used on the face. The ambition is to produce a fully immersive experience, with an impact not only on entertainment, but also on education and the way we interact with people and environments.

As the “metaverse” and its accoutrements went downhill, overshadowed by interest in artificial intelligence, the company adopted a bold strategy for launching the new product. He priced the display at $3,499. More expensive than many of the company’s higher-end laptops. The idea is to generate desire for consumption through price. By launching the product first for the global elites who have extra money to invest in a very expensive augmented reality display, the expectation is to spread the idea that it is an exclusive, “luxury” product.

The strategy is not new. Elon Musk did the same thing when he released the first Tesla car, priced at $109k. The idea was to give electric cars, at the time seen as a utilitarian curiosity, the idea of ​​an exclusive object, in the same range of “high luxury” brands.

Apple’s ambition goes beyond making augmented reality desirable. The company wants to create a new model of “personal computing”. It is worth remembering that the company was from the beginning on the frontier of spreading the idea that people should have an individual computer. In the 1970s, people like Ken Olsen, director of the main company that manufactured mainframes (computers that occupied the size of an entire room) went so far as to say: “there is no reason for a person to have a computer in his house”. Apple proved him completely wrong.

Now Apple wants to prove that there is every reason in the world “for a person to have a computer in their face”. That’s exactly what the Vision Pro is all about, an entire computer with advanced processing power placed stuck in our heads, in front of our eyes.

And what is all this processing for? Apple has created sensors that are capable of analyzing micromovements in our eyes, including the movement of the pupils. With these sensors, Vision Pro allows you to control applications with the movement of your eyes. Those who used it say that it is as if the device guessed the commands, in direct interface with the brain. In addition, the commands are given by the fingers, also observed by the device without the need for any button. Want to click on something? Touch your index finger to your thumb and the device visualizes the gesture and opens the application you are looking at.

Detractors are already saying that Apple has built the most intimate surveillance machine in existence. After all, tracking eye movement is the “holy grail” of neuromarketing. And it’s always worth remembering that Apple positions itself as a defender of privacy from the out door, including blocking cookies from other companies, but from the door in, the company’s privacy terms are the most vague on the market, as pointed out by research carried out by John Batelle at Columbia University. Will the Vision Pro work? Let’s all visualize in the coming months.

It’s over – Metaverse

Already – Resurrection of the metaverse idea because of the new Apple product

It’s coming – Vision Pro’s success will depend on the number of independent application developers who bet on the device

PRESENT LINK: Did you like this text? Subscriber can release five free hits of any link per day. Just click the blue F below.