How Apple’s Vision Pro could save its VR competitors
with no proven market and a decade of history to show why it should fail. Which is precisely the reason its entry into the virtual-reality sector could ignite a boom among rivals fighting to improve their own devices using cheaper components and new technologies.
A key feature of its new-product strategy is to not get trapped by technological barriers, and instead plough ahead confident in the belief they can be overcome. And if not, Apple leaders have rarely been shy to pull a product or re-engineer it to ensure the user experience remains the top priority.One famous example is Steve Jobs’s dissatisfaction with the iPhone screen mere months before launch.
Two other case studies show just how influential the US company is in clearing the way for rivals to enjoy easy access to world-changing technology.Apple’s Powerbook G4, released 20 years ago, introduced a metal shell to the laptop market when most competitors were still using plastic. But these new materials required a whole new approach to manufacturing. So Apple worked closely with its Taiwanese supplier to develop a laser-welding technique for assembling these cases.
Rivals, including HTC, Nokia and Research in Motion, soon got wind of this superior solution and started using it in their own devices. Within five years, TPK’s sales to non-Apple clients had climbed 10-fold and surpassed that to the iPhone maker., which might best be called a mixed-reality device because it combines real and virtual worlds. HTC, Meta Platforms and Microsoft are among the companies that, until now, believed they had the best VR products.
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