Mixed reality (MR) is a technology that blends virtual reality (VR) and augmented reality (AR), allowing users to interact with real-world objects in a virtual environment. Apple is said to be developing its own mixed reality headgear, which will be unveiled at the Worldwide Developers Conference (WWDC) in June 2023. The Apple MR headset would represent a significant step for Apple into the post-iPhone future, as well as its next primary product category.
However, younger consumers are not interested in AR/VR technologies, according to a new Piper Sandler survey. The research surveyed 5,600 teens and found that while 29 percent own a VR device, only 4 percent use it daily and 14 percent use it weekly. In addition, only 7 percent of teens said they plan to buy a new headset, with the remaining 52 percent undecided or uninterested. This suggests that kids who already own a VR device are dissatisfied, while those who haven’t experienced it are less likely to do so.
This could be a problem for Apple and other MR vendors in terms of developing compelling use cases that would drive mainstream user adoption. MR technology is now in its “early stages” and has yet to reach its full potential.
Meta (formerly Facebook), Apple’s competitor, is in peril. In 2022, the company lost $13.7 billion and lowered the price of its Quest 2 and Pro VR headsets in early 2023. Apple is likely to price its first MR headset at around $3,000, which is significantly higher than the prices of competing devices. Nevertheless, it seems that Apple’s primary customer base will be developers and professionals rather than regular consumers. This may make it easier to develop attractive usage scenarios, but it also requires more time and effort.
