Apple Built The Vision Pro To FAIL, And It's GENIUS 

Purchase shares in great masterpieces from artists like Pablo Picasso, Banksy, Andy Warhol, and more: www.masterworks.art/enricotartarotti

I just think that more people can afford a $3,500 gadget today than they could afford a $10,000 computer in the past.

apple can do no wrong in the eyes of a fanboy, even a fail is a chess move

Funny thing, Steve Jobs said in an interview that the idea of a "Ipad-like" product actually came before the idea of a smartphone. Great video!

Yes, the 2023 Vision Pro is not what Apple will really sell, in the sense of associating with the Apple brand, and actually make money on. They’re releasing this version to get developers engaged, to gradually define what it will really become.

Even if it doesn't amount to much, I still haven't seen a single VR news video since that hasn't mentioned it, so the vision pro already is having a good impact being a kick forward in our expectations and what we want from our VR headset software.

Many ppl don't want augmented reality even if its a cool feature. Imagine apple knows everything about your home, then imagine shady employees or hackers getting access. Which 100% WILL happen. If you have cameras in your bedroom eventually one of those cameras is getting hacked.

I feel like the true "killer app" would not be 12 private windows floating in space, but contiguous sharing of "enriched environments". I used to work in a lab on sample analysis, and sometimes I would need to stop my work, decontaminate, take a photo, email the DSLR photo to a coworker in another lab from an office workstation (pre-smartphone days), decontaminate again, continue work while waiting for response, etc. Now if someone could appear from the fog, walk into your lab, talk with you not as a "persona" avatar but as a full person, point at things in your environment, slap some digital sticky notes on your lab desk without contaminating your samples (because they're not really there), literally "hand" you a browser with documentation, look (with permission) at your opened apps... That would be the revolution.

How augmented reality is a topic that keeps on popping up on this channel, while being completely under the radar of most tech influencers out there, is fascinating in itself - especially how you've managed to see VPS as a key peace of a truly evolutionary technology. I'll be sure to keep an eye on this channel to let me know when all the pieces are in place to start developing my own AR product!

This was a great video, it deserves way more views than it has.

Great analysis. I think you've nailed it. Saying this is like the Lisa launch, but deliberate, is brilliant (I know many of the Lisa developers). Now the launch makes more sense...it's a vision statement in the form of a product. There's one more thing you didn't cover in your video, which is that debuting it at WWDC means a big part of their strategy was to get developers excited, which they clearly accomplished. It takes years to develop a software ecosystem, and they probably can't afford to wait any longer. You also filled in the last piece of the puzzle by stating the obvious (but rarely mentioned): people don't want to wear an ugly piece of hardware on their face....and that means Apple's real goal is to build a stylish AR device. The Vision Pro is therefore their developer kit and a PR device.

You're right about this. The Vision Pro isn't so much a product, as it is public development and r&d. Affluent tech enthusiasts will have fun, Apple will adapt from the feedback, plus by the time it's ready people will have already used photogrammetry, drones, lidar, etc to map out the real world and put all kinds of interesting things in physical space.

I think people forget that Apple considers this device a computer - and the price is aligned with that intention

Apple Lisa is not the first commercial machine to use a GUI. Xerox Alto was released ten years before it.

"The first commercial machine to use a graphical user interface instead of a command line" Xerox Altos/Stars: are we jokes to you? Doug Engelbart's NLS (oNLine System) also had commercial customers in the 1970s. Sorry, the Apple Lisa was *not* the first by any stretch of the imagination, not in research (Ivan Sutherland's Sketchpad from 1963 would be closer to that) and not in the market. Mass-market, maybe? But the mass-market is not the only thing which is commercialized.

The Vision Pro is a workignprototype that is being sold to 1. Cover costs of the rolling project. 2. Test out the product in real world applications to see how real people use it. 3. Advertise the product to the masses, im sure the product will be one of those "I saw John the other day, he had one of those Vision Pros"

The first personal computer which used a modern graphical user interface was the Xerox Alto, developed in 1973.

Best take by far. I find it kind of unusual that most takes are "this is awkward and too expensive" when it's obviously starting a journey to the future. Also surprising is that people expect Apple to be able to develop true unintrusive AR without doing so publicly and with feedback. They're not magicians, and they tech required is incredibly advanced! I guess it's a bit different to their normal playbook, but AR is legitimately that hard.

1983‘s 10000 dollars are worth around 30000 dollars today that’s insane

Enrico, how come that your footage is so sharp? Is it the camera or have you sharpened it in post production? thanks a lot, I’m astonished :D

I think he’s on to something but completely missing the point. I believe it’s a way that Apple is leveraging debt to accomplish two things - raising capital for the development and gain data on the use. It’s like creating shares for raising capital without creating shares. Made sense in my head :) 3:38

Love the Random Access Memories album in the background

Just came across your channel. Excellent thought-provoking content.

"Erm actually it's shit on purpose." 😂

Super cool and well produced video! How do you make you background? Is it your actual background or you have a green screen? It looks very nice

Good take! Would love your thoughts on Hololens as an existing AR stab vs this

Apple figured out a way to glue ads to people's eyes.

I believe marketers call this 'priming the market' for a new concept.

You basically described Microsoft Hololens

I think this initial headset is about developing it further while building the desire for the product, covering some of the R&D costs (500,000 units x $3500 = $1.75 billion) etc

10:59 haha the reference

Man you have an insanely good camera and great audio. Watching this on my iPhone 11 and it looks amazing in full screen.

$10,000 in 1983 is equivalent in purchasing power to about $30,691 in 2023. Not even comparable

My dude, I've been loving your content lately, but as a sound/rec engineer you really need a pop filter on that microphone! They're very inexpensive and will cut that noise from breathing on the mic and "P" sounds. Also, just spacing yourself a little bit from the mic, maybe 10-20cm will help tremendously as well. It might be a little quieter, but you can just turn it up afterwards :) Anyways, keep up the great content!

Man oh man the quality of this video blew me away! I really to know what wavy font you use for the titles and text? It looks great! Keep up the good work man I think you really brought something to the table in a way other creators don’t.

Dude I love your background music so much! What do you call those types of music? I wanna hear them while I’m coding or doing hw lol

I've been telling this from the beginning. The success of the product is irrelevant. It's setting the foundations. And going forward, this product's design principles will impact every future product in this category. Apple or not.

This is exactly what I have been thinking. But the gap between Vision Pro and true augmented reality is huge. The big thing i learned is true augmented reality is still at least a decade away, maybe more.

I don't know why most reviews talking about the VisionPro are just skiping the MS Hololens and other MR gadgets like Magic leap and Avagant, among others??, even if some of these trials were not that good, they are important steps on the way...

Fighter jets have an extremely accurate real position piece of hardware called an INS (inertial navigation system). This was used before GPS. The problem with INS is that while it tracks position as updates of forces applied (inertia) and translates those to movements and rotations, the hardware has inherent calculation and sensing limitations which cause it to drift. In the 70s, when the first aircraft with ground radar showed up, they could mark a position on the ground with the radar and use that, together with the aircraft speed, to measure and correct drift. When GPS came along, they switched to using GPS to correct the INS. Today, the unit is called GPS INS because it uses both. This system is "sort of" whats used in virtual reality headsets already. If you block out the IR cameras that sense the light houses (or the cameras that track features in your room), the headset continues to update its rotation and movement a little bit, this is a crude INS. Aircraft like the F16, F18, F15 Strike Eagle and A-10 (probably the most advanced old gen aircraft) and the F-35 already have helmets with augmented reality in them that track positions on the real world and are used for navigation and sensor positioning (look out the window at a house, and have the sensor camera point to it with high zoom), exactly like you can do with a radar scan of the ground and position a cursor on a feature. So in fact, everything needed for this system already exists. The problem is that cheap stuff is not very reliable and drifts too much. You can get a very good gyro+accelarometer+magnometer integrated circuit for very cheap, I know since I have tried making an augmented reality airsoft gun aiming system but the amount of code needed to correct over time (interpolate/integrate) the values was a ton and it was too sensitive to external factors like temperature and bumps. You can fix this with absolute pinpoint accurate calculations provided with external inputs like VR headsets do, but then you need real time image processing (difficult in the real world) or IR lighthouses. For VR headsets, i'd look at Vario. They are miles ahead of any other VR company but dont have the scale of Apple.

I love this take. I've been in the AR/VR space now for about 3 years of pretty heavy usage compared to the normal user. This tech is absolutely going to succeed within 10-15 years and, just like PCs and other devices before them will take further advances in technology, software, and hardware to really become compelling. Imagine you had a pair of glasses that could emulate all your basic computing needs that weighed as much as a pair of thick glasses that could span multiple 4k monitors and you wouldn't have to buy a single peripheral. You just open your eyes, do what you need to do, and place it back on your bedside table when done. That's the vision and it makes abundant sense in the long-term once they can pair this shit down. To do that? Years of R+D And billions of dollars haha. That's why they made a whole new chip and a whole new OS. This is just gonna build from there. Keep an eye on Meta too -- they more experience and a far more competitive price point. The Quest 3 will be very good and literally seven times cheaper.

So far most who have tried vision pro have said they are very impressed with the quality of the product, and most also said it's worth the $3,500, it's a premium PRO product that has things no other headset has, Apple has over 5,000 patents on this product, they had to create technology that had not been used in any other devices such as micro OLED screens, a curved motherboard, etc.

100% you hit on all the key points. In time the glasses technology will be at a stage where they will function just as the Vision Pro in a streamlined profile. More importantly, Apple has created the canvas for developers to start creating content for. No developer would create AR/MR content if the hardware didn't exist. This is truly a product for the future and Apple is setting the next stage for development of this content that will change the way we interact with the world and each other. The great thing about technology is that with enough time, anything becomes possible. As crazy as it seems now, if you told me that one day you would have AR embedded in contact lenses, I'd believe it!

imagine calling something "spatial computing" and then the interfaces are 2d screens floating in space. makes sense considering you get a mac and you cannot run blender properly

I owned an Oculus 1 and 2 but can't say that I can see most people agree that wearing any heavy and/or tethered device for longer than 2 hours is feasible. I see AR tech that doesn't require people putting or wearing anything equipment on their head or body is the real future.

Google glass was a smartwatch prototype not AR glasses. Nobody who actually used them will call them AR. The glassholes phenomenon was due to the fact that they were always filming with it creating a privacy nightmare. Also the APV is not an outside device. It's strictly indoor.

uhhh, actually, xerox was the first to sell a gui pc. not apple... off by about 10 years apple is just expert @ hype, all of there products are with old tech.

Hi Enrico, great video. I share a lot of your thoughts on this and can't stop thinking about the possibilities the Vision Pro will enable (I also had to make a video on it). It really is a significant shift in AR, combining Apple's custom silicon with a significant leap in display technology, a real-time operating system, and of course Apple's design aesthetic and product development strategy. Can't wait!

All great points. But I think one thing this headset will out illuminate is what design/interface ideas that we’ve long assumed will work in AR actually function well. In the Verge’s review he already mentioned that the hand tracking, while magical at first, gets tired quickly and can even be frustrating. This headset will help determine if that kind of interface is usable long term or if we’ll have to start changing our existing behavior (or meet in the middle somewhere).

People will not use it outdoors. i really think people are gonna be hooked to this it looks like it's really good

GREAT video and fantastic analysis. It is a beautiful thing to see the two paired up, with editing that is fire and insights that are so spot on. Thanks for making this. Subscribed!

Can i use ad block on Vision Pro?

Short, sweet, and informative. Perfect!

Not everyone HAS to afford everything apple makes... especially if they don't really need it. This seems like it's really going to be adopted by mostly specialised fields/professionals. You already need several eye and head scan appointments before you can receive one and it will only be launching in the US for the first year. Small amount of units produced + custom made per person + 1st gen product that will probably need a lot of software updates/bugfixes. If they made it cheaper it would have been doomed to fail or abandoned after a year. Marketing team probably just included those birthday videos because a lot of rich people who have no clue what to do with this tech or use it to it's full potential will end up buying it as a status symbol. More money for future RnD.

Enrico, Apple should have added you to the list of people to review the Vision, your review would have been amazing!. I had a gut feeling about this product being a bridge for a future-more affordable product... but your take on this is absolutely mind-blowing and makes total sense! Great video and looking forward to more of your content.

really interesting thoughts presented in such an engaging way 🤔👏🏼 you have just earned yourself a new subscriber

The user interface isn't technically Vision Pro only. Yes Apple thought of it first but the Meta Quest Pro is capable of it with a small mod and the Visor by Immersed will be doing everything the Vision Pro hardware can do straight out of the box for a quarter of the price. Apple needs to step up their game. They showed their hand and their competition is gaining the advantage

I'd like some thoughts on how this compares to the Microsoft Halo Lens. I feel like he completely ignored the fact there's been an existing player on this space. What's Apple trying to do better/different than Microsoft

Best coverage of this product I've seen so far. I think Enrico gets it. The things this device is doing are REALLY difficult, and it's incorporating the world into some of the rendering in real time. Will it require an M4 or M5 chip so that a wristwatch can handle all the computation? And, can I also use it as a virtual world instead of the other options out there -- because this thing has insane resolution?

i believe you’ve nailed it, apple’s intentions and what the future of information tech will look like. the question remaining is “was apple successful in spreading this new gospel?” i think many were intrigued by some of what was shown, but much of it they likely just found ridiculous, from the silly eye display (probably necessary for getting the thought in people’s heads “couldn’t it just be more like wearing glasses”), to the ludicrous cost. did this presentation do more harm to their “vision” than good?

Brilliant analysis! Reverse price cut in conjunction with a form of price cutting because total revenue is not dependent, so INVESTMENT is mostly in idea, information, and product reputation. If you are going to look goofy, might as well be the most functional of the products available.

Such an amazing video! Super excited (yet scared) to see what’s coming next :)

I plan on buying one. I can’t wait for glasses but this will be a start. I plan on using it with my various Mac computers to extend the displays in my environment and have a high enough resolution to make it useful. Tried it with oculus just not high enough definition. Also using the M2 and making it a full fledge desktop processor is great.

This vision of the future of augmented reality is a dystopian nightmare in my opinion. I hope it never comes to pass. Why can't we just be humans and interact with each other? Interesting (yet terrifying) video; thank you for making it.

Love your narrative and perspective. Indeed it is about setting the vision, for not only the software ecosystem, but also the supply chain. Otherwise the cost will always be intolerable.

Thanks for giving me more insight on the vision pro I REALLY didn't understand what they are trying to accomplish (because who would buy such a thing)

F*ck masterworks. *tape a banana on the wall.

I wouldn't get caught with full AR. Having a portable "PC" which can map many screens with print large enough to read has much more value to me that my current MacBook Pro and two 34" LCD screens. I often work from information compared across many screens ... even 2, in my current configuration, is not enough. Comparing the cost of a fully configured MacBook Pro MAX and two supplementary displays brings the $3500 cost within reason. Bring on the Vision PRO !!!

What typeface on the screen captions?

I am a straight white male, Tim Cook and Apple made it VERY clear, and said so in no uncertain terms, that I am not their target market and they don't want me to own Apple products. So my corporation replaced all outgoing Apple products with other brands and we saved an insane fortune.

I would like to thank all of you early users who are basically paying to be beta testers for Apple's new product. I will wait a couple of generations before even thinking about getting one.

This was so much more thoughtful than the vast majority of reviews i've seen so far

Finally, a "true" video on the vision pro

Honestly looks like an apple apologia "its not a fail they are just genious™"

I feel like the success of vision pro will highly depend on the developers when compared to iphone Iphone created so many new markets therefore pushing more devs to build apps, causing more people to use it , creating a loop But in ar it is much harder to develop apps and I feel like apple becoming more greedier is pushing people away in case of supported platforms and revenue share For me Unreal is the most fun software to build xr,ar apps but it wasn’t supported kinda guessing it is related to the Epic lawsuit

These flickering lights inthe background are driving me nuts

Microsoft Hololens did everything this does back in 2019 and was true augmented reality. The price was the same. You could use the pinch gesture, move floating windows around, resize them, etc. I used to work on my laptop with it and have floating windows with additional info like email, and browsers around.

100% agree,Apple has a track record for implementing and improving technology … it actually makes sense to start with something like this perfect the platform, and then truncate down to something like a pair of eyeglasses. This is probably why Apple’s ecosystem works so well because they start with one product figure out what works and what doesn’t and then past it to the next product in a smaller form factor or sometimes bigger… case in point the AirPod line up (OG-air pods max) or how we went from iPod shuffle’s to iPhones . This is only the beginning

Agree 100% on everything you said, this new product will continue to improve, and there will be a tipping point, where it goes from a developer tool or a curiosity to a necessity, and this is where it will turn into another iPhone moment… I think that this is more like 10 years away, but who knows!

I really enjoyed this take, and didn't think about the evolution this way. If you are correct, then we should see some really interesting innovations going forward. Perhaps the Apple Vision pro isn't just a gimmick for enthusiasts?

I think, it is also about preventing people from throwing their money at the competition. For the past 8 years Toyota has told the world about their new EV with solid state batteries, but we have not seen it yet. My guess is they do it to get people to hold back their investment because they want to wait for this new technology.

Microsoft coined the term "spatial computing " with the first Hololens.

We dont need AR and never will... we berely need smartphones.

Great video and clear arguments. Thank you for substantive content.

This is the first video you make i don't complete watching as i got bored!

Sir... the way you dropped in the sponsor and subscribing was butter smooth. Well played.

that's quite a bad video, no clear reasons to back your claims

Imagine an advanced future where AR can be placed on eye contacts and then you go on with your day

i feel a lacking of mention to the hollo lens was a miss

The first generation of any innovative tech is usually expotentially more expensive than the leading generations. Look at The Tesla Roadster, First Laptop, First LCD TV, First Fridge, etc. It's an intentional "loss runner"

Bro, you talk too much and say very little

This was very interesting. Your style of making videos hit the spot!

You have confirmed for me how people imagine "true AR" will manifest. One of the reasons the vision pro uses video pass through is to present both the environment and augmentations to the user on a single depth plane. We can only focus on one depth plane at a time. See through AR glasses may never be realised the way you imagine due to this human limitation.

People will use this because it will be addictive. It benefits those who use it and hurts people who don’t. This is how all revolutionary products work. Cigarettes, phones, AI, etc. Early adopters are saying it’s bad but onlookers only hear how revolutionary it is. This is known as the boomerang effect. In most cases the effect is a negative consequence. But people in the tech industry know if you tell people not to do something they will do it. So in this case they are using the boomerang effect to their advantage. Reverse psychology.

There’s a reason why literally every tech reviewer who actually tried Apple Vision said it was amazing and they felt emotional after using it, because it is THAT GOOD. So many ignorant people who don’t see the technological implications of this new headset. This definitely is an “iPhone” revolutionary moment in tech history. This gives your world a layered canvas where you can experience new things, learn in greater ways, collaborate. If you can’t see the potential in this, expand your mindset a little

What a breakdown man… what a video! Congrats on it!!

Have they confirmed how many they will release ? I heard it was less than 400k

Just think how much smarter we would be with sleek glasses or contact lenses with visual AI assistants and informational overlays for whatever we look at or hear or want to do?

That makes a lot of sense! Great video! Very informative! I'd rather buy the Vision Pro than the Pro Display XDR. Especially that $999 stand. Still can't get over with that jeez.

Hey, I enjoyed the video but friendly feedback, you need either a sock or pop filter or mic that has one built in as various bits of the narration have plosives or exhaled breath across the mic.