Why The Next Big Thing Looks Like a Toy? Ft. Apple Vision Pro
Feb 5, 2024
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Apple Vision Pro, a technology product, discusses why the next big thing starts out looking like a toy. They explore the dismissal of disruptive technology, the evolution and value of Wikipedia, the power of disruptive technologies, and Salesforce's product improvement and the Apple Vision Pro.
Disruptive technologies are often overlooked initially because they do not meet all user needs at the time of their launch.
The Apple Vision Pro falls into a distinct category called new market disruption, aiming to make augmented reality more accessible and less toy-like.
Deep dives
The Changing Landscape of Top Internet Properties
The internet economy has witnessed significant changes in the list of top internet properties over the past decade, highlighting how the world and market dynamics evolve. This transformation demonstrates how new players can dominate a market, even without the same resources as incumbents. The internet operates as a true meritocracy, driven by compelling products, competitive prices, and a focus on meeting customer demands.
The Dismissal of Disruptive Technologies
Disruptive technologies are often overlooked initially because they do not meet all user needs at the time of their launch. For example, when Netflix first debuted, its delivery system and convenience did not appeal to Blockbuster's core customer base. However, as technology improved, Netflix's streaming service provided better selection, convenience, and an on-demand experience, surpassing Blockbuster's offerings. The history of telephone technology and the rise of cloud-based CRM software, like Salesforce, also exemplify how disruptive technologies may be dismissed as toys initially but eventually reshape industries.
The Evolution of Innovation and the Apple Vision Pro
In considering the Apple Vision Pro and its place in Clayton Christensen's theory of innovation, it does not neatly fit into the categories of sustained or disruptive innovation. Instead, it falls into a distinct category called new market disruption. The Vision Pro aims to create a new segment in an existing market by making augmented reality more accessible and less toy-like. While the Vision Pro may not fully deliver on its promise at present, as technology continues to advance, future iterations of the product may revolutionize phones, computers, TVs, and gaming consoles in a single experience.
Episode 103: I’m going to break down a seminal essay by Andreesen Horowitz General Partner Chris Dixon. In 2010, Chris wrote an essay titled “The next big thing will start out looking like a toy” which talks about why the next big technology product always starts out by being dismissed and being considered “toy-like.” And while I think understanding this essay and Chris’ words are always important, I think it’s an especially timely essay to read with the introduction of the Apple Vision Pro, which has taken the internet by storm since its release 2 days ago.
Original Essay: https://cdixon.org/2010/01/03/the-next-big-thing-will-start-out-looking-like-a-toy
Wayback Machine: https://web.archive.org/
Apple Vision Pro Video: https://www.youtube.com/watch?v=dtp6b76pMak