Apple’s Vision Pro: Paving the Way for Extended Reality Revolution

The recent introduction of Apple’s Vision Pro has rekindled interest in extended reality (XR) technology, encompassing augmented reality (AR), virtual reality (VR), and mixed reality (MR). According to Rokid CEO Misa Zhu Mingming, Apple’s entry into the XR industry is anticipated to make a significant impact on the sector, generating heightened enthusiasm among consumers for these advanced technologies.

Mingming expressed her satisfaction with Apple’s foray into the XR industry, emphasizing that the company’s involvement will act as a catalyst for the entire developer ecosystem. She noted the increasing number of software developers creating apps for Apple’s augmented reality glasses and the Vision Pro, affirming the positive impact of Apple’s initiative on the XR industry as a whole.

The release of Apple’s Vision Pro has considerably raised the standards for other companies in the XR industry, compelling them to improve their products to match or exceed the features and appeal of Apple’s latest offering. Furthermore, it has spurred broader demand for more accessible and affordable XR headsets, propelling the sector towards rapid growth.

Looking at the broader XR market, tech research firm IDC forecasts a significant rebound in the AR and VR headset shipments this year, with a projected 46.8% year-on-year growth. This surge is attributed to the launch of Apple’s Vision Pro, alongside new hardware offerings from Meta Platforms and the increasing presence of smaller companies. IDC estimates that the XR market is projected to reach 30.3 million units globally by 2027, marking a substantial increase from the 8.5 million units sold in the previous year.

Apple’s Vision Pro, branded as a “spatial computer,” functions as a mixed reality device that enables users to seamlessly integrate digital content with their physical environment. This is made possible through features such as motion gestures, eye tracking, and speech recognition. Although the Vision Pro is positioned as a cutting-edge device, with prices starting at US$3,499, it has initiated discussions regarding the accessibility and affordability of XR technology for a wider consumer base.

In comparison, Rokid’s Max AR glasses, priced at US$379 and weighing significantly less at 75 grams, exemplify the company’s dedication to making AR products more accessible to consumers. Mingming emphasised Rokid’s ambition to not only create products that resonate with users but also to ensure that they are readily available and affordable to a larger audience.

With the growing interest in XR devices, Rokid aims to double its unit sales of AR glasses to approximately 400,000 this year, up from about 200,000 units in 2023. The company witnessed a surge in sales of its Max glasses in January, driven by the attention brought to the XR industry by Apple’s Vision Pro launch.

Furthermore, Rokid has fostered a thriving ecosystem of developers, with more than 2,200 individuals creating applications for its AR glasses. To date, the company has launched over 200 apps catering to various segments such as gaming, streaming, and entertainment content for Rokid’s AR glasses, indicating a robust and diverse application landscape for XR technology.