AXIOS January 11, 2024
Apple is telling its developers to refer to the new Vision Pro headset as a “spatial computing” device rather than a virtual reality or augmented reality product.
Why it matters: The company’s marching orders to business partners, released Tuesday, mark Apple’s latest effort to use its reality distortion field to change the world — at least the world of marketing terms.
The big picture: Apple’s announcement suggests it’s eager to have us think of its $3500 headset, slated for a Feb. 2 release, not as a gaming product or a competitor to Meta’s Quest VR line but as the start of a revolutionary reordering of the digital landscape a la the iPhone.
- The company released an advertising trailer promoting...
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