Why Today's Launch of ProVision Apple AR is destined to Meet an Epic Fail

Apple's highly anticipated ProVision Apple AR has finally been unveiled, promising an immersive augmented reality experience. However, upon closer examination, it becomes clear that this product may be headed for failure. In this article, we will discuss why the ProVision Apple AR is unlikely to succeed in the market and why its pricing and strategic focus raise significant concerns.

1. Lack of Focus on Benefits and Reach:

Similar to Microsoft Lens and Google Glass, Apple seems to have prioritized technological advancements over addressing the needs of potential customers. Priced at $3,500, the ProVision Apple AR is out of reach for most millennials, busy businessmen, and high-income tech enthusiasts. The AR experience, thus far, has struggled to gain widespread adoption, except for Meta's affordable offering priced at $350, which also had apps to cover the costs.

2. Missed Opportunity for Gaming and Accessibility:

Meta's disruptive entry into the market not only made AR technology accessible to a wider audience but also allowed for innovative gaming experiences through the use of two controllers. However, Apple has chosen to focus on productivity and personal use, requiring users to pay an additional $2,000 than MacBook for features like larger screen chat or a solitary cinematic movie experience. This lack of emphasis on gaming and the limited accessibility options could hinder the ProVision Apple AR's mass appeal.

3. Apple's Pricing Strategy:

Apple has a history of introducing products with incremental improvements and maintaining their high prices. The Apple Watch, for example, saw the release of new versions without a significant price reduction. Similarly, recent iPhone models have witnessed escalating prices. Given this trend, it is unlikely that Apple will drastically reduce the price of the ProVision Apple AR in the future, preventing it from becoming more affordable and accessible to a broader market.

As an AR enthusiast, I was initially thrilled by Apple's announcement of their foray into augmented reality. However, the ProVision Apple AR's exorbitant price coupled with its limited focus on gaming and accessibility raises concerns. It reminds me of Microsoft Lens, which was ultimately repurposed for military use, and Google Glass, which now resides in the "good idea but not successful" section of Google's patent lineup. Apple should reconsider its product strategy to address the needs and expectations of a wider audience. I am left wondering who is advising the company on their product strategy.