Storyblok has released research which reveals the absence of apps from major streamers could seriously undermine the success of Apple’s imminent Vision Pro launch. Apple Vision Pro is a mixed-reality headset. Deliveries are scheduled to begin on February 2, 2024, in the US. A worldwide launch has not yet been scheduled. It is Apple’s first new major product category since the Apple Watch in 2015. The headset was originally announced in June 2023. Apple wanted the device to enhance “spatial computing” beyond the limited mixed-reality offered by rivals from Meta, Microsoft and others.
Storyblok’s survey was among 500 consumers who are very familiar with details about Apple Vision Pro. It reveals that 81% are concerned that the absence of apps from major streamers could implicate the device’s content experiences. Of these, 53% stated they are very concerned.
This comes as Netflix became the latest major content provider to confirm there is no app for the Vision Pro. Google has also signalled that it will not be developing a YouTube app for the headset. Furthermore, Google will not enable its iPad apps to run on it, nor will Spotify.
As a result, the reality is that Apple’s’ promise of a transformative content experience may prove underwhelming. 64% of consumers say they plan to use Vision Pro for entertainment (movies, TV, music, videos). This is the highest percentage of any activity. A further 63% cited gaming, 52% said web browsing and 51% stated social media.
Consumers are willing to give the device a go
Yet, despite such concerns it appears consumers are willing to give the new device a chance:
- 61% are more interested in it now than when it was first announced.
- 56% think they would use it daily.
- 63% think it’s a better headset than Meta Quest 3, while 23% think Meta’s headset is superior.
Interestingly, of those who stated they didn’t have plans to purchase a Vision Pro this year, 39% cited a lack of interesting content and apps to use as the main reason. This was only marginally lower than the 47% who stated that the price point was too expensive.
Dominik Angerer, CEO and Co-Founder of Storyblok said, “Without great content, Apple Vision Pro is going to struggle to gain traction beyond the early adopters. The fact that some of the most popular content providers are not creating apps for the device is clearly a setback for Apple’s introduction of spatial computing. Our data shows that consumers are interested in Apple Vision Pro. They are willing to give Apple time to develop the content ecosystem. But if developers and content platforms are slow to jump in, that patience could wear out.”
Enterprise Times: What this means for businesses
Vision Pro has been Apple’s most hyped product since the Apple Watch. The company’s latest new platform has generated miles of headlines and news coverage. The reason is the AR/VR trend that’s gained much attention over the last few years. Furthermore, the Apple first spatial computer has implications for brands and content creators. Brands have to rethink how they can serve content across a growing list of devices in a scalable way. They now have to add Vision Pro to that list. Brands and content creators have to think about how they would create content tailored to AR and VR.
So, Apple’s failure to secure apps with Netflix, Spotify and YouTube could seriously hamper the headset’s success. However, the company has invested far too much money and effort to allow the product to fail. It will only come down to timing. When the price of the headset falls to a more affordable number and the sale volume rises. Then expect the big content creators to jump on board with Vision Pro.