For all the details, we highly recommend watching the keynote here. But then again, everything is new in Vision Pro, a mixed reality platform that "seamlessly blends digital content with the physical world, while allowing users to stay present and connected to others," as Apple describes. In that regard, the Apple Vision Pro headworn "spatial computer" contained very intriguing new approaches. We can only think about all the things that Apple can do with this technology when applied to actually useful future products.īut for this article, I will try to stay away from the general discussion about Apple products and strategy and focus mainly on the audio technologies and features of interest. Much like it does with artificial intelligence - a technology that Apple applies profusely in all its developments and even empowers with its Mac computer range, as it clearly stated at WWDC 2023.Įven with all the rumors circulating for some time, no one really saw Vision Pro coming. Because it's important to keep a technology lead - where innovation lies - while keeping up with market perceptions. The only convincing reason to create Vision Pro is that the price for Apple not being in that space was just too big. The new concept will also expand the augmented reality and mixed reality tools that Apple has been building consistently in the Mac, iPad, and even the iPhone frameworks. There are not many, as we learned from the flop of 3D TV sales, but at least that crowd will have a way to finally enjoy all those forgotten 3D movies. More importantly, Vision Pro creates a new platform that shows what is possible with the most advanced technology at this point - even if that's nearly not enough, and if the use case clearly is not convincing at all.Īpple is clearly not going after the "virtual reality" or the "metaverse" hype, and designed a system that will appeal immediately to all the 3D stereoscopic enthusiasts. A product that allows Apple to enter a space that is not obvious at all what will be the key use case - but we've seen that before (the more recent iPad and Apple Watch come to mind). Also, there were loads of interesting audio announcements contained within each operating system update or product announcement.Īnd I'll start precisely with the new Apple Vision Pro - a completely new platform that is unlike anything that the company presented. But this WWDC 2023 Apple had multiple goals, starting with the important conclusion of the Mac transition to Apple Silicon, and obviously because of the Apple Vision Pro spatial computing platform unveiling. And this year, there were more innovations than ever and a lot more hardware than ever - something that Apple traditionally reserves for other dedicated events throughout the year. Normally, the WWDC annual events allow a lot more insight about the incredible technologies that Apple develops, always leveraging the company's ability to master hardware, silicon, product design, application software, firmware, and operating systems. Starting with the new Vision Pro platform, which introduces a new headset sound system with "mind-boggling audio fidelity," (words of someone who attended the event and had the chance to try it) and adding an Adaptive Audio update for the AirPods Pro. The keynote presentation on Monday was a surprising event for the amount of hardware and software announcements, all of which contain important technology innovations on the audio front. As it happens every year, Apple promoted its Worldwide Developers Conference (WWDC) from June 5–9, 2023.
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