The Strategic Genius Behind LIDAR in iOS Pro devices since 2020.

IMO: The Strategic Genius Behind LIDAR in iPhones and timing your entrance to an emerging and changing market landscape.

I may be one of they few hardware / software nerds in 2020 that bought the iPhone 12 Pro specifically for the LiDAR sensor. I was at VICIS and we were using iOS to scan NFL players heads to power a custom helmet fitting experience (more on that another time)

?? Random thought....

Apple's decision to include LIDAR technology in its Pro series iPhones (and later iPads) since 2019/2020 is a fascinating study in long-term strategic planning. At first glance, the move seemed perplexing. LIDAR, a technology primarily known for its applications in autonomous vehicles and high-end mapping, was an unexpected addition to a consumer smartphone. There was no immediate, out-of-the-box use for it, (outside of helping the core RBG camera stack in low-light focus) leaving this nerd to wonder about Apple's intentions. This move was particularly intriguing given Apple's reputation for tightly controlling its Bill of Materials (BOM) and maintaining profit margins - not sure the margin impact, but there is no one else in the industry with the strategic foresight to offset hardware costs now at scale for future platform and user adoption opportunities.

However, when viewed through a longer-term lens, Apple's strategy becomes clearer and more intriguing. By embedding LIDAR in its Pro model iPhones, Apple was not just adding a feature; it was laying the groundwork for its future in augmented reality (AR) and virtual reality (VR). This technology, seemingly superfluous at first, set the stage for these iPhones to become both consumption and creation tools for AR content - ensuring that when it finally launched its AR/VR device and application platform, there would already be a robust ecosystem in place.

Traditionally, companies focus on immediate / medium term returns, optimizing for short-term gains rather than investing in uncertain future technologies. Apple's decision to trade off short-term BOM costs and profit margins for a strategic position in a future market is a testament to its innovative culture and long-term vision. By the time competitors catch up, Apple would have already established a dominant position, not just in terms of technology, but also in terms of an established user base familiar with AR capabilities.

Moreover, the correlation between Apple's Pro phone users and potential early adopters of AR technology is another stroke of strategic brilliance. Pro users, who are typically more tech-savvy and willing to invest in premium features, represent the ideal customer segment for early AR tech adoption. When Apple launches its vision platform, it is these users who are most likely to embrace it, having already been equipped with AR-capable devices for years. This overlap in customer profiles further solidifies Apple's position, ensuring a smoother transition and higher adoption rate for its future AR/VR offerings. In conclusion, Apple's incorporation of LIDAR into its iPhones is not just an addition of a new feature; it's a masterclass in strategic foresight, preparing its ecosystem and customer base for the next big leap in technology.

Who wants to bet that in 2024 - with the launch of the Vision Pro and its initial suite of experiences, we will see a "and all of you out there that have a Pro also get to take part in the action"...