Apple’s Mixed Reaction
By Greg Kahn
Emerging Tech Exchange
Founder & CEO
Published on April 25, 2023
We’re about a month away from Apple’s debut of its first mixed-reality device.
When the company launches its hybrid digital/physical device, both established tech firms and new startups will rush in with new creations. Expect Apple’s competitors (including Amazon, Google, Meta and Samsung) to make acquisitions (both outright and via acqui-hires) in an effort to blunt Apple’s impact.
Apple’s playbook always starts out at a high price point. But that will inspire creatives to build new experiences and media companies to dive in with unique content. The content owners and publishers that are most ready with imagery, video and editorial that will grab consumers attention at the outset will set the pace for everyone else. Those that incorporate generative AI elements will have a greater leg-up.
It’ll be the equivalent of flipping a light switch on for immersive environments. But I do have some concerns about the way Apple’s mixed reality moves can stumble.
It’s crucial that Apple’s XR headset is not divorced from its other products and other screens. The lack of interoperability and seamless connection among devices has stunted the growth of the smart home after being poised for a truly magical start.
Apple must expand everything from Apple Fitness, Apple Music, FaceTime, iMessage, Apple Arcade, along with other peripherals such as the Apple Watch and AirPods. Apple’s universe of products is what makes the company’s products so appealing and dynamic. Apple will blow its chance at a game-changing moment if all they do is come out with the “best” virtual reality headset.
Greg Kahn
Emerging Tech Exchange
Founder & CEO
