Apple Vision Pro: Tomorrow’s technology or today’s advantage?

As a company that helps brands evolve through effective and innovative design, we’ve met with many clients recently to help them understand the new landscape of immersive technologies. As long-time partners of Apple’s, we’re naturally eager to discuss (and demo) 2024’s buzziest new headset, the Apple Vision Pro. After dozens of demos and a thorough deep-dive into the new tech’s capabilities, we have two major takeaways: First, there are truly groundbreaking advancements within the Vision Pro that should not be ignored. Second, the reality of extended reality (XR) wearables remains mixed, suggesting that taking a broad perspective on the (undeniable) potential of immersive technology is the best way forward. The Vision Pro’s large leaps There’s a moment with the Vision Pro when nearly everyone pauses because their world has just been shaken a little. It’s when the interactivity mechanisms “click” for them and they first experience that the device has become an extension of their body. The ability to simply look at something you’re interested in and have it light up at your intention feels a bit like obtaining the power of mind control. Combined with the device’s near perfect ability to sync with delicate hand gestures, navigating through the UI feels both revolutionary and totally intuitive at the same time. The potential of precise natural-gesture interactivity feels excitingly vast for the future of immersive storytelling, further dissolving barriers between the user and the digital world, and making experiences feel more real and engaging. The other jaw-dropping element of the Vision Pro experience is no less technologically impressive, but is perhaps less remarkable simply because it’s completely in-line with what we now expect from Apple: stunningly crisp, exquisitely rendered displays that appear life-size in front of you, integrating seamlessly with the real-life environment. Apple has dramatically raised the bar, once again, when it comes to combining simplicity, elegance and attention-to-detail within the digital realm, impressing even the most VR-experienced users. However, far and away the predominant consensus about the Vision Pro is that it’s very much a first-generation exploration. Thus, it’s understandable that the primary question we’re hearing from brands is: How soon is too soon to invest in creating Vision Pro experiences? Sure, the device is cool and in many ways feels like the future, but creating immersive content is expensive, especially if you believe the audience is just a few early adopters with an extra $3,500. Brands shouldn’t miss the big picture It’s easy to get caught up in the debate about headset adoption and miss that more broadly immersive technology has already hit the mainstream. Spatial computing, broadly, has brought us the complete spectrum of extended reality, which includes everything from Instagram filters and 3D virtual house tours to fully immersive VR learning experiences. These uses of immersive technology are becoming commonplace because they’re effective. A growing body of research suggests that use of extended reality in marketing drives results on multiple levels. XR experiences can improve customer engagement and deepen connections with customers, driving purchase intention. AR advertising can increase customers’ willingness to pay and improve brand recall. Immersive technology can substantially increase both sales and “brand love.” When considering whether to explore immersive technologies, brands should take this larger view of the landscape. Here’s the good news: Immersive content can be used not just in the developing platforms of tomorrow, but across today’s entire digital marketing ecosystem to improve results. The way forward: a future-first strategy At Elephant, we’re recommending brands adopt a future-first approach to brand storytelling and content-creation: Design with the most immersive platforms in mind, then scale the content across simpler platforms such as web, native apps and social media to earn ROI today and tomorrow. “Spatial web” technologies have made it possible for the same interactive, immersive experiences to be accessed across all devices (albeit at different fidelities). Content-creation is becoming far simpler as well. For example, 3D images can now be created using photogrammetry on iPhones. A future-first approach has many benefits: • Stand-out experiences. Developing the richest, most-interactive version of the content first, then adapting to simpler formats like web and social, enables its integrity and immersive impact to carry through, lifting engagement everywhere. • Innovative brand perception. Consistent use of high-quality, immersive storytelling across the digital ecosystem conveys leadership and creates emotional connections with a broad audience, as well as influential early adopters. • Future-proof investment. Initial costs of creating XR content are offset by its versatility and reusability over time. As XR adoption grows, content remains relevant and can be easily adapted to new formats without requiring significant additional investment. Where should brands begin? When we help organizations figure out where and how they should begin to incorporate immersive technologies, we emphasize that the answer is different for every brand. In XR’s most successful applications, message and medium work together; the sweet spot can be found by considering the brand’s communications goals alongside the strengths of immersive technologies. For B2B or industrial brands, XR can be used to pull back the curtain, to invite customers or partners into a location they couldn’t otherwise easily go—like a top manufacturing facility or field location—demonstrating transparency and credibility. Science- or technology-oriented brands can create striking 3D animations to help people visualize complex concepts or microscopic innovations, driving deeper brand affinity through increased understanding. Consumer-facing brands can deepen customer connections and drive loyalty by providing access to VIP virtual experiences like fashion shows, influencer events or early product previews. Publishers can offer immersive experiences to complement, expand and enhance existing storytelling. Each of these use-cases should be approached with a future-first mentality, designing for the most immersive platforms like the Vision Pro and then repurposing experiences across the entire digital ecosystem, garnering ROI today while ensuring readiness for a rapidly evolving future. Spatial computing has propelled the marketing ecosystem into an entirely new dimension. Brands that begin exploration now can lift results both today and tomorrow. Brands that wait risk getting left on the ground. About Amp Amp is a platform that’s integrated with Ad Age and Ad Age Creativity, allowing you to leverage our editorial credibility while showcasing your expertise, accolades and campaigns. For more information visit our FAQ page. Not an Ad Age Amp member? Find your page and claim it today.

Apple Vision Pro: Tomorrow’s technology or today’s advantage?

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