Yesterday, Apple unveiled its eagerly awaited mixed reality glasses. Could this, after years of fits and starts, be a substantial technological advance?
During its yearly Worldwide Developers Conference or WWDC, intended to share hardware and software updates with international developers, Apple unveiled the device. They demonstrated early uses of the technology, including watching immersive movies or playing video games, recording video from the outside world, conducting meetings and calls with others, and viewing three-dimensional digital content superimposed on the real world.
Different ramifications flow from these qualities for other businesses. While productivity and educational apps were among the first examples offered by Apple, video game and film creators already had a use-case that makes sense. Since many current iPhone or iPad apps are already compatible, developers may have an advantage in figuring out how to use the technology to grow their businesses.
Image Credit: Apple
Apple did not expressly discuss any tracking features that enable true mixed reality during the presentation, such as the capacity to identify people and clothe them in virtual apparel or to overlay digital information onto actual buildings, as is possible with Snapchat's smartphone app.
Accordingly, early applications for the fashion industry could include the capacity to broadcast fashion shows or other storytelling moments in a more engaging environment, or the capability for customers to manipulate life-sized 3D objects in their own environment. One may envision personal shoppers and product assortments being presented to customers in their field of vision in the future, as opposed to just on rectangular screens.
In a spectacular performance during Diane von Furstenberg's runway show more than ten years ago, Google Glass showed digital notifications over the wearer's field of vision. Google Glass' consumer-facing model, which some thought came out too soon, was eventually abandoned in 2015. More recently, Gucci and Snapchat worked together to create a version of their smart glasses in 2019, while Ray-Ban and Meta teamed to create their first smart glasses, which were unveiled in September 2021. Balmain and Meta collaborated on a small line of branded Oculus VR headsets in 2018.
Image Credit: Google Glass, Diane von Furstenberg's Runway Show
Image Credit: Balmain x Meta, Oculus VR headsets
But despite expectations, momentum for these and other projects hasn't materialized as expected. Thousands of Meta employees have been let go in the last six months, including some from its Reality Labs, which is dedicated to its extended reality initiatives. Early competitors like Microsoft's HoloLens and Magic Leap have both had enormous failures and disappointments. Apple benefited from more advanced technology and probably learned from others' prior mistakes by waiting to enter the market later in the pack, but it also faces greater pressure to produce a product that is suitable for consumers.
Given the type of popularity and reach that Apple's upgrades typically create, experts in fashion and technology consider Apple's announcement to be a significant step forward in the general adoption of extended reality, which is thought to be a core component of the metaverse. It happens at a time when interest in the metaverse and the technologies it is connected to (virtual worlds, digital goods, NFTs) is beginning to decline.
The device is the first product from the iPhone maker that people look through, rather than at, said Apple CEO Tim Cook. He added that this was the beginning of a journey that ultimately stands to “change the way we communicate, collaborate, work and enjoy entertainment”.
Image Credit: Apple
Whenever Apple releases a new piece of hardware or software, the fashion world tends to pay attention, both because of the potential for new features (like improved cameras and new app features) and because the device itself may end up turning into a fashion accessory, much like the Apple Watch did when it expanded into partnerships with Nike and Hermès. A similar situation is presented by Apple's Vision Pro glasses, where brands must now think more carefully about how their experiences and apps might benefit from this new format (whose operating system is called visionOS) and whether they might create chic accessories or partnerships that apply the luxury magic to this new wearable.
“This is a luxury accessory priced for both the enterprise and the luxury consumer. This is the moment for developers at maisons to start developing for this device and for the VisionOS."
says Cathy Hackl, chief futurist, and chief metaverse officer at consultancy Journey, who previously worked as an enterprise strategist at mixed reality headset maker Magic Leap, including working with fashion clients on spatial computing.
(Source: Vogue Business)
New devices frequently encounter the chicken-or-egg problem: they require excellent content to draw in new users, but companies and developers aren't motivated to spend money creating content specifically for the device if there aren't enough users to cover the cost. Due to the high price, it is unlikely that the typical customer will wait in line outside the Apple store to be among the first to try it out. Instead, we predict that early adopters, XR enthusiasts, some businesses, and gamers will be the first to purchase it.
The Future of Retail Experience: Immersive
As we previously talked about in our "Traditional Out, Immersive In" blog article, the industry changes along with technological advancements and new gadgets.
Thinking about what new opportunities a device like Vision Pro could bring to the fashion business, the immersive shopping experience comes first to mind. For sure, this is the start of a revolutionary change in the retail experience - that we have all been waiting for. With the new generation of shoppers coming and expectations changing, the "New Retail" marketers could benefit from this device with countless opportunities to test the limits of customer loyalty and the customer experience.
Shoppers can also improve their overall shopping experience and simplify buying decisions, by being able to find the products that they are looking for or to view the prices, materials, certifications, available colors, sizes, or any other available information given for a specific product just by looking through the device without struggling to find the tag inside the clothing item or losing themselves in a pile of clothing.
One can even send notify the customers about recent discounts, deals, or campaigns through the device while they are in-store. The experience can be even more personalized by collecting data on customers' personal preferences or previous choices.
New Collaboration Opportunities for Designers / Stores
The development also opens new doors for potential collaborations between fashion and technology as always. We all know that anything is possible when fashion and technology work together.
Designers could use this opportunity to add new layers to their designs as well as their marketing mix. Since the concept is called "Augmented" Reality, designers can add new visual features/effects to their products when looking through these devices. In addition, big global players could also consider teaming up with the tech brand's design section to create a limited line for this accessory. An example of a collaboration like that could be Gucci x Oura Ring.
Image Credit: Gucci x Oura Ring
The ring was created in conjunction with the health and wellness app Oura and features all of the company's research-grade technology. An Oura membership provides tailored well-being and includes many of the advanced capabilities of the Oura Gen3 device, such as heart rate monitoring, activity tracking, sleep analysis, and more.
The ring's sleek and adaptable design is further enhanced by Gucci, who adds its distinctive aesthetic. The ring's design elements include a subtly rendered version of the instantly recognizable interlocking G monogram of the Italian fashion business and a delicate, braided trim in 18k gold.
Stores, however, could partner up with this technology to create a collaborative experience inside the store - which is only available once seeing through the device. An early example could be Vogue x Snapchat: Redefining the Body. The opportunities are limitless!
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