Apple Vision Pro and How It Will End Advertising as We Knew It

February 2, 2024: A day that will go down in the history of technology. Apple, the company that revolutionized the way we listen to music, talk on the phone and surf the Internet, has gone one step further: it has opened the doors to the virtual world with the Apple Vision Pro.

From the very first moment they became an object of technological desire and a viral phenomenon on social networks. Behind the endless bus of memes, parody videos and geek enthusiasts’ analysis there are several unknowns. However, one of the most important ones points to the brands and the capacity they will have to develop to take advantage of such a phenomenon in the eyes of their consumers.

This article is not a product review, however, just by listing what comes inside the box we know we are not talking about just another toy.
The product comes with the Vision Pro glasses in the center, sealing pads, a futuristic strap, an additional strap with head support, a charger, battery and its 1.5m cable. It also comes with an eye-catching configuration notebook that more closely resembles a book. Adding all this up we have a figure of $3,499 USD initial just to be part of this army of revolutionaries who still do not have very clear what to do with them; beyond chicanearing on social networks.
Another figure to keep in mind delivered by Bloomberg: Apple will deliver between 300,000 and 400,000 units this year, which will generate about $1.4 billion USD. This is 5% of its total earnings for this year.

These are the expectations of the apple brand, however with the associated costs we can speak of a staggered and slow adoption.
The impact of augmented reality glasses on society and culture is a topic of great relevance. We are witnessing a significant transformation in the way people interact, communicate with each other and consume content. This is something that all brands need to be aware of.

Decathlon, the sports store that currently has 15 stores in Colombia and more than 1,750 stores in 72 countries, now has a store inside the Apple Vision Pro.
From setting up a basketball hoop in the middle of the living room, or seeing how the complete set of weights looks in the auxiliary room. These types of experiences are what we talk about in ecommerce and will take brands a step further.

The application of this clothing brand allows you to examine the texture and quality of materials beyond the zoom we did to the photos.
Now, they go a step beyond images and allow you to call a personal shopper in real time. It’s like bringing the entire store into your living room.

Vision Pro enables travel agencies and booking websites to create extremely realistic virtual tours of hotels, tourist attractions and destinations. Users will be able to explore these locations in detail before booking, reducing uncertainty and increasing conversions.
In addition, airlines will be able to offer immersive in-flight entertainment. Passengers will be able to immerse themselves in movies, games and tourist destinations during travel. This premium experience can justify higher fares.

Buyers will be able to tour properties virtually as if they were physically present. This will facilitate the search and comparison of options without the need for physical visits.
Sellers will be able to create interactive 3D tours to show the attributes of each property. This «virtual showcase» will generate more interest and a better understanding of the spaces by buyers.

Personalization of the experience taken to its maximum expression
Vision Pro collects a large amount of data about users, such as their location, their activity, their gaze, their voice, their gestures, their purchase history, their searches, their social networks, their apps and their favorite content. Can you imagine what can be achieved with all this?
We are certainly talking 100 light years beyond the reading of emoticons in social networks and with which the specific mood of a person or group of people is usually detected.

By recognizing images, audio and eye movement patterns, Vision Pro’s can detect what activity and environment each individual user is in to display personalized ads.
For example, if a person is cooking, cooking utensils needed for X or Y recipe could be promoted in this environment.
In addition, browsing history, searches and past purchases would also be used to profile and predict which ads will have the highest relevance and conversion.

Vision Pro collects a wealth of real-time data on how each user interacts with ads: exposure time, viewing angle, eye and body movements, facial expressions, manual interaction, surrounding audio and more.
These metrics allow you to understand at a millimeter level of detail how effective your ads are and quickly optimize them. You could change the design, placement, models used in the image etc. to maximize relevance and increase conversions.
Finally, by now we can all see that Apple Vision Pro is more than just eyewear: it is the new marketplace. However, they also pose some challenges and risks: how to protect users’ privacy and security; how to avoid saturation and distraction; how to measure the impact and ROI of marketing campaigns; how to adapt to the preferences and needs of each market segment; and how to adapt to the needs of each market segment.
Brands that want to take advantage of the potential of Apple Vision Pro should be attentive to trends, innovations and best practices. They should be creative, strategic and ethical. They must offer added value and differentiation to their customers. Only in this way will they be able to remain competitive and relevant in a future where the distinction between physical and digital will have completely disappeared.