Apple will need to double down on marketing if it's to convince CMOs on its VR vision

"The headset itself has received rave early responses, with commentators and reviewers praising its functionality and quality compared to other AR headsets. It has, however, come in for criticism from commentators who note that the price point limits it to enterprise use - which to date has not been the key selling-point for AR headsets - and doesn't solve some of the more fundamental issues with AR in a workplace setting."

"Despite the positive reception for the hardware, Apple faces a challenge in selling its new kit to the public. Emma Ridderstad, chief executive and co-founder of Warpin Reality, says that marketers may be an easier cohort to convince on its merits. "Apple's market entry with the Vision Pro is likely to be the straw that broke the VR camel's back," she suggests."

"For marketers, the key takeaway is likely to be the new opportunity for high-end AR e-commerce. Shares in Unity rose sharply on the back of the news as it is a key partner for the Vision Pro. Unity is the engine behind much AR-powered advertising across a number of platforms. Snapchat's AR studio, for instance, implements Unity as the tech behind some of its most technically impressive executions."

Apple unveiled the Vision Pro, a high-end mixed-reality (XR) headset with strong early praise for functionality and quality compared with other AR devices. The headset's $3,499 price point restricts mainstream consumer uptake and positions it toward enterprise use, which raises concerns about workplace suitability. Strategic partnerships indicate a focus on privacy and advertising capabilities within the device. Marketers represent a promising early adopter segment due to opportunities for premium AR e-commerce and immersive advertising. Unity's role as a key partner and engine for AR-powered ads suggests cross-platform integration potential. Some commentators warn that fundamental AR workplace challenges remain unresolved.

Read at The Drum