It may take a few decades to affect everyone, but the future is a mixed-reality world.
Virtual reality is about to get a lot more real.
After years of rumors about if, when, and how Apple would enter the AR/VR space, the company finally unveiled its first “mixed reality” device at its 2023 Worldwide Developers Conference. Launching early next year, the Apple Vision Pro will position Apple to redefine an entire industry.
But even with all the anticipation, the announcement received as much skepticism as it did praise. There was an audible gasp from the audience when the $3,499 starting price point was announced. Twitter commenters immediately highlighted the lack of hand controls and an external battery pack as crucial design flaws. And plenty of tech journalists piled on.
But does the lack of fanfare mean the device is destined to fail? Absolutely not. In fact, I’d argue with enough time, it will become one of the company’s most successful and profitable product lines ever.
Why make such a bold prediction? Because not only is mixed reality here to stay—it’s our future.
I have facilitated innovation workshops for Apple, led ideation forums for AMC, and conducted masterclasses for Fundamental VR. Based on my experience, here are the three most prominent reasons why I believe humans are destined for a mixed-reality world and what it means for business:
1. MIXED REALITY FOSTERS BETTER CUSTOMER EXPERIENCES
Gen Z is driving a consumer culture that’s more focused on experiences than things and is willing to pay a premium for them, too. The advancement of AR/VR technology will remove the barriers created by time, money, and physical constraints of the natural world.
Take AMC Theaters, for example, which is incorporating AR into its app as part of its marketing campaigns to increase ticket sales by connecting to Gen Z. Movie posters now include AR codes that lead consumers to the AMC app, where they can learn more details about films. From there, users can purchase movie tickets or be alerted when tickets become available.
It might seem simple, but AMC embraced technology by streamlining the way people can learn more about movies and buy tickets, all the while giving users an immersive experience.
2. MIXED REALITY EMBRACES OUR LOVE OF GAMES
Did you know 79% of the digital population interacts with video games in some way? Because of this, the anticipated revenue of the video game market is expected to reach $334 billion in 2023, with a compound annual growth rate of 8.7% until 2027. All generations are responsible for this growth, but Gen Z and Gen Alpha make up the majority of it—and for good reason. Microsoft did a study using mixed reality in education, and the use of immersive technology resulted in a 22% enhancement in test scores and significant increases in student engagement and retention.
Gaming has become normalized in daily life, and businesses need to pay attention. Mixed reality can offer forward-thinking companies the chance to create one-of-a-kind consumer experiences that drive both brand loyalty and the bottom line. That’s not even to mention the benefits of using mixed reality to engage teams.
Some companies have already begun to integrate mixed reality into their training. Immerse has incorporated this into training for submarine officers, and Fundamental VR and HoloAnatomy have used it for training medical students and doctors. Gamifying the workplace might be frowned upon by some C-suite members, but it can actually foster many of the qualities they’d love to see within teams. It can help enhance communication, increase productivity, improve project development, and refine training.
The natural gamification that comes with mixed reality can foster new levels of creativity and innovation within teams. That’s why I believe it won’t be long before businesses embrace tools like Apple Vision Pro to unlock the full potential of their people.
3. MIXED REALITY REDUCES CARBON FOOTPRINT
One of the most striking demos of the Apple Vision Pro announcement was its use of FaceTime. Yes, many of us caught a case of “Zoom Fatigue” during the pandemic. But Apple’s new immersive videoconferencing seems to be the antidote, giving users the feeling of being in the same room, whether they’re halfway down the hall or halfway across the globe—which is great news for our planet.
At their current rates, air travel emissions are set to triple by 2050. The more opportunities we can find to reduce unnecessary air travel, the better. But current options for true immersive digital meetings are limited. During the pandemic, I spent a lot of time in the world of Virbela. In Virbela, you walk from meeting to meeting. You bump into people waiting for your virtual coffee. You can go watch a presentation in the auditorium or get virtual exercise playing soccer.
This immersive experience was much more enjoyable than being a talking head on Zoom. But I still missed seeing real faces. Apple is positioning itself to blend the best of these two worlds, creating immersive digital meetings with lifelike avatars. This means you’ll be able to meet with anyone, anywhere, just by slipping on your headset, while also being able to reduce your carbon footprint when it comes to traveling.
OUR FUTURE IS MIXED
The only proof we should need for a mixed reality future is Apple’s entry into the AR market; the company’s involvement alone could propel AR technology into a more accepted and widespread realm. After all, Apple has a history of diving into a market once the groundwork has been laid out by other companies, as seen in the case of smartphones. And we have seen how that played out. When a company as innovative and successful as Apple embraces mixed reality as the future, it might be time for others to adopt that belief as well.
If that doesn’t convince you, consider its impact on your employees and customers. Envision the creative possibilities you can unleash, the immersive experiences you can craft, and the potential positive global influence achieved by connecting every corner of the world through a device right in front of you.
It may take a few decades to affect everyone, but the future is a mixed-reality world.
Quelle:
Foto: Adobe Stock / Sergey Nivens
