Apple kicked off its Worldwide Developers Conference 2023 on June 5 with its keynote, and the world hasn’t stopped talking about it ever since. The brand is trending everywhere you go from Twitter to Linkedin!
And by now, you probably know what’s coming up next. So sit back and relax while we run you through what may be the GAME CHANGER for marketing!
Introducing Apple’s Next Biggest Hit
The Apple Vision Pro seamlessly blends digital content with physical space, unveiling a new spatial computing era. And all you will need are your hands, eyes, and voice to navigate through it. But that’s not all you can do. You can –
- Transform any space to become your personal theatre for an immersive experience that makes you feel like you’re right in the movie, quite literally!
- Capture spatial photos and videos in 3D and relive them with spatial audio as if you are right at the moment, standing where you shot them.
- Collaborate and connect with others on Facetime, where you can view them in life-size tiles.
- Transform your workspace into reality with an infinite canvas.
And the list goes on with features like Digital Crown, EyeSight, real-time 3D mapping, and more!
But what does this mean for marketers? In simple words —“Tell me, and I will forget. But show me, and I will remember
Changing The Marketing Landscape
The Apple Vision Pro brings with it an immersive experience like never before. And marketers can leverage this same experience to offer:
- Immersive brand experience
- Product visualization
- Storytelling
1. Immersive Brand Experience Via Experiential Marketing
Imagine the feeling of watching a brand’s story or its products in theatre-like quality with 23 million pixels. This three-element lens creates a display everywhere you look and an ambient spatial audio system. It probably feels like you are the HERO! And mind you; people remember what they feel and experience much better than what they just see and read.
Here’s what Devindra Hardawar, Engadget, says about his experience with Apple Vision Pro –
“With the basics down, I was ready to experience the Vision Pro’s most wondrous bits of hardware: Its dual 4K micro-OLED displays. They look sharper than any screen I’ve seen before, be it a VR headset or a TV. Photos look incredibly crisp, especially panoramic pictures, which completely fill your entire field of vision. And 3D videos shot with the Vision Pro’s front cameras look eerily lifelike — almost as if you were replaying a perfectly captured memory.”
But the question is: Will brands be open to invest in Vision Pro, given the previously lower rate of adoption of similar devices from Microsoft and Oculus? We will have to wait this out!
Another concern is the entry barrier and usage restrictions. The product, at the moment, is catering to a very premium audience at $3,499. Plus, the device only supports upto 2-hours of usage without being plugged in. But all this being said, it is likely that the early adopters of this headset are tech-savvy. As a result, we can see some of the gaming, tech, and related industries getting their hands on the Vision Pro and sharing some case studies.
2. Product Visualization
Although virtual reality shopping has been around for some time, Apple’s headsets take it a level above by offering a chance to scale the apps to the perfect size. This not only enhances comfort and convenience but also provides a more realistic and interactive experience.
Imagine being able to test-drive a car or view product videos, knowing that what you see is exactly what you will get—no differences in features or colours! And this is a blessing for marketers marketing real estate properties that are exquisite and not easily accessible for showcasing.
3. Storytelling
There are thousands of ads today in the world. With so much noise, how do brands stand apart? Via stories. Stories transcend time and culture.
Now, what if we tell you that storytelling narrative releases oxytocin, a hormone linked to trust? And that human brains naturally respond to it better than other forms of content.
Apple Vision Pro makes it possible to LIVE the story with the panorama view display and sound. This will allow marketers to create compelling narratives and experiences that evoke strong emotions. Marketers can deliver messages in a more impactful and memorable way that connects and stays with their audience.
Priced at a whopping $3,499, Apple Vision Pro is a new milestone. With never-seen-before features like EyeSight and advanced display and sound, it will undoubtedly be a tool for marketers when the product becomes accessible!
The question is: Which brand marketer will be the first to collaborate with Apple on its Vision Pro?)
