Apple\u2019s Vision Pro could upend how people watch television at home and how they use computers at work, potentially positioning the headset to be a successor to both traditional television and the Mac. The $3,500 headset, which blends three-dimensional digital content with a view of the outside world, landed in the company\u2019s physical US stores on Friday. It enters a market crowded with lower-cost rivals from Meta Platforms META.O, HTC 2498.TW and others that have mostly been confined to the video game market and failed to find a mass audience. Apple has had mixed results courting developers. Netflix, one of the most popular consumer video apps, said late Friday it is not making a new app for the Vision Pro, though consumers can watch movies and series on the device\u2019s web browser. YouTube, which could not immediately be reached for comment, said in a Bloomberg report that it is not planning to launch a new app for the device but consumers can instead use the Safari web browser. The music streaming service, Spotify, also has not developed an app for the product\u2019s launch, according to a person familiar with the matter. The pricey device comes with custom computing chips and difficult-to-manufacture displays that rivals lack. Analysts who have tried the headset say these features could make the device a threat to almost every large two-dimensional screen at home or work. Walt Disney DIS.N has quietly worked with Apple for years on an app for the Vision Pro\u2019s launch, the latest in a history of collaboration between the two companies. \u201cWhen we saw this, it became evident it was a new canvas for how we can tell stories in a way that hasn\u2019t been done before,\u201d said Aaron LaBerge, chief technology officer of Disney Entertainment. \u201cAnd so it became pretty obvious that we wanted to do something here just as a way to stretch ourselves.\u201d The Disney+ app envelops movie viewers in one of four environments, so they can watch \u201cStar Wars: The Force Awakens,\u201d from the seat of a fictional X-34 landspeeder craft on the planet of Tatooine, like a futuristic drive-in movie theater, or catch \u201cAvengers: Endgame\u201d from inside Avengers Tower in midtown Manhattan. Viewers can also watch 42 Disney films in 3D, including box office hits \u201cAvatar: The Way of Water,\u201d \u201cBlack Panther\u201d and \u201cInside Out.\u201d Jamie Voris, chief technology officer at Walt Disney Studios, said filmmakers such as \u201cThe Lion King\u201d director Jon Favreau and James Cameron of \u201cAvatar\u201d are interested in telling stories in new ways. Disney will soon introduce an experience it teased in a clip screened at Apple\u2019s Worldwide Developer Conference last June, in which consumers interact with its Marvel Studios animated anthology series, \u201cWhat If?\u201d The device also opens new ways to experience live sporting events or theme park rides, LaBerge said. \u201cIt speaks really well to what we do best, which is bring our characters and stories into the real world and bring you closer to the people that you care about,\u201d said Voris. It\u2019s not clear that a mixed-reality device was what late Apple co-founder Steve Jobs had in mind when he confided to biographer Walter Isaacson that, in developing a next-generation television, \u201cI finally cracked it.\u201d But to analysts like Ben Bajarin of Creative Strategies, the Vision Pro seemed like it fulfilled that long-ago promise. \u201cI don\u2019t know if this is what Jobs meant when he said \u2018I cracked TV,’\u201d said Bajarin. \u201cBut the platform element is what makes it more interesting than if they launched a TV. It can be productivity. It can be social\u2026It could become a much bigger deal and a much bigger opportunity than if it were just a TV.\u201d To be sure, the pricey Vision Pro will not be a quick best-seller. In a note to investors, Bernstein analyst Toni Sacconaghi said Apple has told its supply chain to expect to build only 1 million units \u2013 and even that might be Apple preparing excess capacity ahead of consumer demand. Apple\u2019s approach \u201csuggests a lack of confidence that consumers will feel compelled to buy immediately without needing to be convinced by in-store demos,\u201d Sacconaghi wrote. But the high price presents less of a barrier to business purchasers. Jay Wright, chief executive of Campfire, a startup that makes software for using headsets to collaborate remotely on three-dimensional files such as engine designs, noted that the original Mac computer in 1984 cost the equivalent of nearly $7,500 today. But small businesses flocked to the Mac for its ability to create and print documents and brochures. \u201cIt\u2019s important to recognize this is not a consumer accessory device, like Apple Watch. This is a whole new computing platform,\u201d Wright said. \u201cI\u2019m of the opinion that this is more like what comes after the Mac than what comes after the iPhone.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"
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