There was a seriousness to the way Apple execs spoke about AR that has been lacking in other pitches. Maybe it comes down to product marketing. Marketers, however, don’t necessarily see it this way following the reveal. There are a lot of reasons to be skeptical about it irrespective of Apple’s unrivaled ability to popularize tech. So why do marketers seem so enthusiastic about the vision for the headset rather than the reality of it? After all, AR and all its derivatives have had many false starts in recent years. ![]() Or to put it another way, the Vision Pro holds vast potential for marketers but is unlikely to require them to take any substantive actions in the short term. “But, I think that vision is a long way off being realized, and initially, its primary use cases will be for entertainment.” “On the face of it, the Vision Pro could be a smartphone, desktop PC, CTV and games console all in one - with all the associated marketing opportunities that could bring with it,” said Lewis Hadley, vp of marketing at ad tech gaming vendor Bidstack. But over the next several years, Apple will try to iron out those kinks and pave the way for a new platform that could replace all of its existing products. It lacks killer apps, has an external battery with only two hours of power and is missing cellular connectivity. Today, the Vision Pro is pricey, too clunky and can’t even make phone calls on its own. But a lot has to happen for that sort of mind-bending scenario to become even a remote possibility. Not least because it sounds like something out of a “Black Mirror” episode. It’s a big vision for people - let alone marketers - to buy into. Familiar, yet revolutionary, as the announcement put it.” “The all-important ability to go from the iPhone, to iPad, to Apple Watch with a similar user experience and low barrier to entry. “Apple Reality Pro’s biggest advantage is integration into the Apple ecosystem,” said Rolf Illenberger, CEO of enterprise software developer VRdirect. This could create opportunities for marketing in the headset to ramp up from ad campaigns in other parts of the Apple ecosystem. The headset also connects with existing Apple hardware and apps. ![]() And there could be opportunities beyond those too. It adds a whole new meaning to the term “second screen.” Inside the headset, a marketer could potentially engage with their audiences simultaneously through content, interactive experiences and ads.
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