Apple Vision Pro: A Transformational Moment in AR and VR

Apple Vision Pro is Apple's first foray into the virtual reality and augmented reality market, but instead of labeling it as such, they are positioning it as spatial computing, creating a new category. This marketing strategy allows them to differentiate from the classic AR and VR category. The branding of the device is consistent, with spatial videos and features tied to the spatial computing concept. The device is not just a new gadget; it's a completely reimagined operating system, marketplace, and ecosystem. One standout aspect is the remarkable product marketing video, effectively showcasing the complexity of the product and highlighting its unique features and user experience. Apple Vision Pro offers an infinite workspace, allowing users to replace multiple monitors with a single device, granting them a portable three-monitor setup. By paralleling the original iPhone marketing strategy, Apple demonstrates the value proposition of Vision Pro, combining multiple use cases into one device, replacing the need for various standalone gadgets.