Apple events do not disappoint and this one will be remembered for some time, delivering the ‘next big thing’ hotly anticipated from Apple for some time.

The action-packed show delivered us a plethora of news from new devices, new platform updates and a sneak peek of forthcoming new features. Here is the key information from Paolo Pescatore, PP Foresight

Star of the show: Apple Vision Pro

  • All eyes were on the Vision Pro; undoubtedly the star of the show. Make no mistake, this is a wow moment for the company and the consumer electronics industry. Today marks Apple’s biggest device launch in a while (since the Watch) that will change the way we interact and engage with content forever.

 

  • This is the start of a long journey. Apple has grand plans to revolutionise this segment as it has done with the iPhone; remember this is its first foray. The hardware, services and experiences will evolve considerably over time to include other devices.

 

  • Apple’s focus on deftly blending the digital and real-world brings a new category into the XR mix. Spatial computing, as Apple positions it, brings with it the start of a whole new platform.

 

  • This provides a much-needed boost and is expected to reignite interest in the market. If anyone can kickstart demand for this segment, then Apple can.

Apple Vision Pro: Details

  • Apple has worked tirelessly to ensure it offers a seamless and consistent, intuitive experience that goes a step further than other products in the market, and this is no exception.

 

  • Overall, it is another impressive feat of engineering and intelligence that also brings the Apple ecosystem nicely together, including Siri.

 

  • It looks and feels unique, and nicely differentiated from rival devices and platforms. Lighter and easier to use, but it relies on a separate battery pack, which might prove to be a hindrance to some users.

 

  • The price point will grab headlines. While some will feel it is too high, this is a premium high spec device that developers are crying out for. There are no other accessories required due to the very nature of its design and attention to detail. While price will always be a factor, creating demand is far more complex than lowering prices.
  • All of the pieces have been slowly coming together over time. While Apple still could have held, the timing feels right to showcase this product to the world; in particular to developers.

 

  • Launching next year seems a long way away; the product, services offering, and experiences will evolve considerably. The move to showcase it now gives Apple time to generate appeal among developers and make it the platform of choice.

Apple Vision Pro: Market context

  • In time this will be another key revenue-generating segment for Apple, which offers plentiful scope for growth among enterprises and consumers. This new platform will generate appeal among enterprises; a key target market for Apple.
  • The move is a strong endorsement and validation for the future into this nascent market. However, expectations are high and it will take time for this category to stand on its own. It is apparent that for now, it’s about Apple putting a stake in the ground, providing developers with all the tools to create next-generation experiences. This in turn will generate user demand ahead of bigger moves in the future.

 

  • It will appeal to loyal fans and for users looking for an immersive experience in areas such as games and live events including sports (fast becoming a core area of focus for Apple).

 

  • No comparisons should be made with previous devices, nor pricing or sales volumes. This product is unlikely to repeat the volumes seen with other Apple devices in their first years post-launch. Having said this, Apple excels in marketing, is a trusted brand and will eloquently articulate the merits of the platform and new device to all users.

The Opportunity for Telcos:

  • This new device will be paramount for telcos in their quest to bundle more devices, services and subscriptions and drive higher volumes and revenue. It will be launched at a critical time when telcos will be switching on 5G standalone and other new network features that will help to enhance the mixed reality experience.

 

  • These new generations of devices, technologies and networks represent a window of opportunity to drive uptake and sway customers from rival platforms and devices. While now might not be the right time to roll out a new product category, providing developers with the tools to create will help fuel the desire and demand for a new glitzy product.

 

  • Having Disney on stage is a strong endorsement and validates Apple’s unique approach. Other media giants will now quickly follow. This gives Apple plenty of scope for pricing. Diversification is key, which reinforces its approach to step up focus on services. For sure, a new device will provide much-needed excitement for the entire developer and creative communities.

 AI:

  • Apple is quietly stepping up its capabilities in AI. Most, if not all new features are powered by AI. We should not underestimate the sheer intelligence behind the scenes to optimise experiences for users.

 

  • Unlike rivals, Apple is not overplaying the role of AI across its device portfolio, platform and services offerings. Instead of showcasing the merits, thanks to intelligence.

Apple Silicon:

  • Apple continues to flex its muscles by leveraging the fruits of its own silicon across its portfolio which now extends into a completely new category of devices. Its chips are transforming products, form factors and capabilities far beyond what users can do today.