After experiencing a compelling two-hour demo of the Apple Vision Pro at Apple Birmingham, it's becoming clear how this device could reshape both creative industries and our daily work lives. While the initial reaction to its launch was understandably skeptical - after all, it's another expensive Apple product - the real story lies in how it could be put to use in practical, meaningful ways.
Let's start with filmmaking. Having watched "Submerged," a 2D 180-degree short film through the Vision Pro, the potential is immediately apparent. Unlike traditional 3D, which often feels like a visual trick, this technology creates a genuine sense of presence. You're not just watching the content; you're there, immersed in it. What's particularly interesting is the accessibility of the creation tools. While the Vision Pro itself carries a premium price tag, the filming equipment needed to create this content has become surprisingly attainable. Professional cameras like the Black Magic URSA and Canon's offerings now support this format, with setups ranging from £2,000 to £6,000 - a reasonable investment for professional content creators.
The technology itself isn't entirely new - we've seen similar attempts in the VR space before. However, Apple's entry into the market seems to have catalyzed mainstream interest and development. This could be the push needed to make spatial video a standard format in content creation.
The remote work applications are perhaps even more intriguing. Having experienced the Vision Pro's approach to virtual meetings, it's clear this isn't just another incremental improvement over Zoom calls. While the current avatars admittedly still have a cartoonish quality, the sense of presence is remarkable. Sitting "next to" virtual colleagues feels natural in a way that traditional video calls never quite manage. It's essentially "FaceTime on steroids," as many users have noted.
The day-to-day business applications show particular promise. Virtual meetings feel more engaging when participants appear properly positioned in space. The ability to manipulate multiple virtual displays and work with 3D models could transform how we interact with digital content.
However, it's important to note that these are still early days, and the technology will need time to mature.
Looking ahead, several developments seem likely. Apple's continued investment in the operating system suggests we'll see significant improvements in spatial awareness, avatar realism, and multi-user interactions.
While the current £2,790 price point will likely remain a barrier for many potential users, it's worth remembering the iPhone parallel - what starts as a premium device often becomes more accessible and refined over time.
As someone who's approached this technology with healthy skepticism, particularly given previous experiences with devices like the Oculus, the Vision Pro stands out as something genuinely different. It feels more polished, more purposeful, and more practical than previous attempts at mixed reality.
The Vision Pro represents an interesting step forward in human-computer interaction, though perhaps not the giant leap some initially claimed. Its impact is likely to be felt most strongly in specialized professional applications initially, where the benefits outweigh the current limitations. For filmmakers and remote workers, it could become a valuable tool, even if it doesn't completely transform their workflows overnight.
The success of this platform will ultimately depend on Apple's ability to refine the experience while making it more accessible. The current version feels very much like a first-generation product - impressive in many ways, but with clear room for improvement. As developers continue to explore its capabilities and Apple iterates on the hardware and software, we'll likely see more compelling use cases emerge.
For now, the Vision Pro remains an intriguing glimpse into one possible future of computing. While it's not perfect, and certainly not for everyone at its current price point, it's showing genuine potential to change the way we work and create content. As we move forward, the real measure of its success will be how effectively it can solve practical problems while creating new opportunities for creativity and collaboration.
This really could change the way we work forever - not immediately, but the potential is clearly there. Like the first iPhone, we might be witnessing the beginning of something transformative, even if we can't yet see its full impact.
Watch the Apple Vision Pro marketing film here - it's mind blowing - https://www.youtube.com/watch?v=TX9qSaGXFyg
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