He points out Apple has acquired over eight AR/VR startups since 2015. “The reality is that Apple has many strengths in this space, which it continues to gradually improve,” says Jijiashvili. However, Jijiashvili warns against such pessimism.
This seems a vote of no confidence in all things metaverse and, perhaps, the entire AR/VR space. RealityOS, the operating system rumored to power Apple’s upcoming headset, wasn’t even teased. “Rather, focus on what it’s actually doing to enable experiences which could support virtual social interactions in the future.”Īside from the new RoomPlan Swift API, a technology that developers can use to quickly create 3D floor plans of real-world spaces, Apple had no all-new AR/VR announcements. “I wouldn’t read too much into Apple not using the word metaverse,” says George Jijiashvili, principal analyst at Omdia. The metaverse may simply be an app (or apps) competing with other AR/VR experiences across multiple devices. Whether that hardware is used to access Meta’s metaverse, another company’s platform, or isolated experiences crafted by small developers, is almost irrelevant.Īpple’s alternative to Meta’s embodied Internet will likely be a broad offering spanning the iPhone, iPad, Mac, and a future AR/VR headset. But Meta’s real goal is the establishment of a new social platform-not developing and selling AR/VR headsets.įor Apple, innovative hardware is the entire point. The Quest headset is impressive and, if projects like the Cambria VR headset come to market, will soon see a generational leap. Zuckerberg’s vision of an “embodied Internet” is focused on social platforms and services. “They’re probably shipping at a loss on hardware.” “Meta has shipped 15 million units, but they’re doing it in a way that costs them,” says Sag. Now that they didn’t, there’s almost a sense of relief.” “There was a lot of anxiety in the industry about what Apple was going to announce. The vision of the metaverse put forward by Meta is fundamentally opposed to what Apple might embrace should it bring an AR/VR (augmented reality/virtual reality) headset to market. This, of course, is not to Apple’s benefit, and gives Tim Cook plenty of reason to keep the term out of his mouth. Facebook’s rebrand immediately generated headlines on every major tech website, spiked Google searches for the term, and drove a boom in virtual real estate.
“Metaverse, as a term, only really gained momentum when Meta started talking about it,” says Anshel Sag, principal analyst at Moor Insights & Strategy. But Apple has a very particular target in mind: Meta. Its rumored AR/VR headset, and the RealityOS operating system it may use, was nowhere to be seen. But what stood out most was Apple’s silence on the metaverse. Apple’s Worldwide Developer Conference (WWDC) earlier this month was headlined by Apple’s new M2 processor and dramatic changes to iOS.
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