Apple started pre-sales of its computer glasses on Friday, with which the iPhone company is entering a new product category for the first time in almost a decade.
The device called Apple Vision Pro, which starts at $3,499 (€3,214) excluding taxes, will hit the market on February 2nd. Apple wants to establish a so-called “spatial computer” with which users can display digital content within their real surroundings.
The Apple Vision Pro will primarily compete against the Quest glasses from the Facebook Group Meta. Meta originally specialized in virtual reality (VR), in which users completely immerse themselves in digital worlds. But the current Quest 3 model in particular can also display the real environment. The Quest 3 is sold by Meta for $500. The group is investing billions in the business, but it has remained a niche market so far. Apple is betting on a better experience with its more expensive device. The Vision Pro costs $3,899 in the most expensive version with one gigabyte of memory.
Apple sees a future for its glasses in, among other things, surgery, aircraft repairs and education, reported the financial service Bloomberg, citing an internal video from the company.
The Vision Pro records the environment with cameras and displays it together with the additional content on displays in front of the eyes. Apple advertises the possibility of using the glasses to distribute virtual displays for working in the room, to watch films as if on a large screen or to refresh memories using 3D videos recorded with the iPhone. In the coming days, the group will get a first impression of how many customers find this vision attractive enough to spend $3,500.
Apple is initially only launching the Vision Pro in the USA. It is unclear when it might come to Europe. The company most recently moved into a new product category in 2015 with its computer watch Apple Watch.
A striking element of the Apple glasses is the display on the outside, which can show the user’s eye area. When ordering, you should have your face scanned with the FaceID sensors of an iPhone or iPad so that Apple can choose the appropriate form of sealing off external light.
Before the launch, Apple secured support from, among others, entertainment giant Disney, who wants to make films and videos available on the glasses in an optimized manner. In contrast, Netflix and Google’s video platform YouTube are foregoing a Vision Pro app at launch and point out that you can watch their video content on the glasses in the web browser.
Market power abused? Apple makes commitments in Apple Pay dispute
Apple has given in to the dispute with the EU Commission over alleged abuse of power in the Apple Pay payment service. The iPhone company guarantees other developers of mobile wallets and payment services direct access to the NFC chip on its devices for contactless payments. Until now you always had to use Apple Pay, which triggered the investigation.
Apple’s concessions became known on Friday in a statement from the EU Commission. The European Union’s competition watchdogs now called on competitors and other affected parties to submit feedback. Apple is threatened with a high competition fine from the EU because of the accusation of foreclosure of its payment platform.
Specifically, the Commission accuses Apple of deliberately hindering competition in the mobile wallet sector. For example, if banks want to make their cards usable for contactless payments on the iPhone, this is currently only possible via Apple Pay and Apple’s in-house mobile wallet Wallet.
Banks have long criticized Apple for not being able to access the NFC radio chip, which allows you to use your phone at the checkout instead of a bank card. Apple explained that Apple Pay was the only way to do this, citing security considerations, among other things.
The commitments offered by Apple will remain in effect for ten years and will be monitored by a trustee. Apple shares ultimately gained 1.55 percent to $191.56 on the NASDAQ.
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