Unraveling Apple Vision Pro Queries

Navigating the abyss of questions the Apple Vision Pro presents. Don’t worry, we’re here to help...

You’ve read a condensed version on spatial computing here. Now you want to understand its implications for your brand.

The Apple Vision Pro presents a distinct opportunity for brands to pioneer a new frontier of user experiences. However, every brand must adopt a strategic and purposeful approach in order to create meaningful activations that resonate with consumers, drive success, and bring tangible benefits to both the brand and the consumer.

We’ve outlined actionable steps within a strategic framework to help brands evaluate how to think about engaging with this new product and technology umbrella as a whole. The thesis is simple: do not build something for the sake of building. Clearly articulate the “why” behind the motivation and come up with a formalized understanding of why your brand should use this technology to reach consumers now or in the near future.

The questions we hope to answer is: What factors should brands take into account when strategizing the types of experiences they intend to cultivate for the Apple Vision Pro?

We’ll present the questions to get you started, and we’re available to help you discover answers and build out ideas.

Let's begin.

Why? Articulate why your brand wants to create experiences inside the Apple Vision Pro. What is the purpose of having a presence on the platform? Why choose the Apple Vision Pro over other available headsets like Meta Quest Pro, Magic Leap, or Hololens? What specific features of the Apple Vision Pro is your brand going to utilize? (e.g., scroll wheel on the side for immersion level, pass through, gestures like pinch to zoom, etc.) What can you create using this technology that you couldn’t create before? Basically, what does this innovation mean to your brand? If now, why now? (e.g., first mover advantage, to be a pioneer of innovation in your industry, to communicate more effectively or visually, to target the type of consumer or company who buys this product right away, etc.)

1. Define the benefits/value to the user (thought starters: Go to experiences you can’t go to in the real world, put yourself in the center of a brand’s narrative, learn more about products in a visual and exciting way, virtual try on, immersion, interactivity, fun, online community, ability to dive into someone’s imagination)
2. Define the benefits/value to your brand (thought starters: Elevate the story of the brand, reach consumers in a new immersive and innovative way, take advantage of a vast realm of creativity, gamify your brand narrative, illustrate benefits of a product in a way you can only do in a headset (for example, show how a product interacts in the body in a fully 3D space))
3. Define your goals and objectives. How will you measure success? (Thought starters: ROI? Engagement? Sales for a specific product? Customer loyalty? Brand awareness?)

Who? Define your target audience and why they would benefit from interacting with your brand through the Apple Vision Pro.

1. Who is your target audience? Where do they spend their time? Is this audience likely to adopt a new technology now or in the near future? Does your target audience use headsets? If not, do they want to in the future?
2. Or are you trying to reach a new audience of tech-savvy headsets owners? Does this target audience fit your companies’ product and mission? Is it probable they will connect with your brand?
3. Take special consideration of the likely immediate adopters of this headset given its price point ($3499). Consider corporations, trade show events, high net worth tech-savvy individuals, and potentially higher education schools or hospitals that will use the tech for training purposes. Acknowledge that younger digitally native consumers might not be immediate adopters due to the price.
4. Are you creating for the right audience? Are you creating for the immediate adopters, or creating now with the hopes that your activation draws your target audience to the headset? Is your target audience even likely to buy a $3500 headset to engage with your brand? Or, are you creating now with the hope that the price of the headset comes down in the near future and your target audience jumps on board?
5. Regardless of the answers to all of these questions, stay realistic about the adoption level of this technology and how long it will take to democratize access to it.

What? What experiences will you create on the headset? Is it a room, a game, a store, an interactive experience? What features in the headset are you going to take advantage of and how do they enhance customer interactions with your brand? How will you take advantage of imagination and possibilities of the new ways worlds can look and feel while still mapping back to the need to sell a product?

1. What elements will your experience include or exclude? What will keep customers coming back for more?
2. What can you create that brings value to the consumer and doesn’t just leave them with a feeling that the brand is just selling something and taking money? What are you giving the consumer? Consider games, immersive stories, challenges, emotions, education, and unique social interactions.
3. Does your target audience want the types of experiences and elements you are creating?
4. Consider compatibility with other devices. How will you scale and maintain engagement?

‍When? When are you planning to release your experience, given that the release date is scheduled for early 2024 and adoption may be a slow burn?

1. Will this be a one off limited time experience or a persistent constantly changing and evolving permanent exploration? Consider, if it is a one off, will the target consumer actually have the product in hand at the time of release? Be cautious and strategic about releasing an activation without a built in target audience and community.
2. Will you build something now to release in a few years when the price point goes down? Does that make sense financially and strategically?
3. Define guidelines for how you will maintain the experience long term, if this is a persistent experience. When and how often will you update the experience? Why would a consumer want to come back to this more than once?

Where? Where will this experience be available? Just the Apple Vision Pro? Is it available on mobile or other headsets?

1. What’s your rollout strategy? How can you make the experience accessible to other audiences that don’t have access to the headset?
2. Outline your marketing plan. How will you promote this offering?
3. Ultimately, does the Apple Vision Proalign with your brand’s goals, strategy, and target market?

How? How will you allocate your marketing budget? Are you risk tolerant or risk averse? Are you willing to take a chance on investing in a new technology now to reap the benefits later?

1. Consider the fact that you may not reap immediate benefit from the activation, as user adoption will take time and there are no metrics on sales conversions for a product that is not currently on the market. Do you have the budget to create a one of a kind experience that is persistent or will you use this as a pilot/test of user preferences and engagement?
2. Consider seeking strategic partnerships with other brands to co-launch on the platform in order to split the PR and the costs.

Once you address these questions, see if your answers align and if taking advantage of this technology, in the time frame you are planning, with the target audience you have in mind makes sense. For example, you may have the purpose of being a first mover in an innovative space by creating an immersive shop that showcases games and challenges. But does your user like games and challenges? Does your audience show up in immersive spaces? Do they want this headset? Do they plan on getting it in the timeframe you plan on releasing your activation? Lastly, what is your short term strategy, and what is your long term strategy?

How can you define your “why” and goals now to iterate in the space and pioneer marketing strategies in the world of spatial computing?

Need help? We’re here for you. Our team of innovation strategists, creative technologists, engineers, art directors, and developers can help you answer all of these questions, refine your strategy, and develop ideas in line with your brand mission and target demographic. We can help you develop the strategy and then scale it. That’s what we do.