Apple Announces May Product Event, Apple Vision Pro Sales Noise, A Few Suggestions for Apple

Hello everyone. We will begin today’s update with some words on Apple’s upcoming product event. The discussion will then turn to Apple Vision Pro.

Apple Announces May Product Event

Yesterday, Apple sent out invites to a product event taking place virtually on May 7th.

 
 

Based on the event invite artwork, it’s safe to say we are going to see a new Apple Pencil and some iPad updates. Rumors point to Apple updating the iPad Pro and iPad Air segments of the iPad line.

Tim Cook’s tweet about the event hints at an Apple Pencil update.

 
 


Last October, Apple unveiled an Apple Pencil with a USB-C charging port which had fewer features than the Apple Pencil (2nd gen). Apple didn’t call the new pencil Apple Pencil (3rd gen). Instead, it’s Apple Pencil (USB-C). This would suggest that we may see a true 3rd gen Apple Pencil next month. For much more on Apple Pencil strategy, check out the October 17th update where we take a deep dive into all things Apple Pencil.

Taking a step back, expectations for this

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More on Apple’s Photo of Vision Pro in a Developer Lab, EyeSight’s Visual Cues, My EyeSight Theory

Happy Tuesday.

Given incoming questions about yesterday’s update, we are going to keep the discussion going. Some members wanted to know more about what was and wasn’t shown in the following image included in Apple’s article drawing attention to the Vision Pro developer labs. Let's jump right in.

 
 

More on Apple’s Photo of Vision Pro in a Developer Lab

Following the Vision Pro unveiling at WWDC, there have been quite a few questions regarding EyeSight. Positioned as one of the device’s marquee features, EyeSight is meant to lower the personal computing barrier found with wearing a computer in front of your eyes.

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How Apple Leverages Product Branding, Making Vision Pro Cool

Hello everyone. Yesterday’s discussion about headset adoption piqued Neil’s interest in Apple’s branding opportunity with Vision Pro and the idea of how to sell "coolness" for the face. Before we get to that discussion, there was one branding-related item worth touching upon in content streaming land.

Last week, we talked about Warner Bros. Discovery looking to license HBO shows to Netflix. In the forum, one member shared a different view than mine. Warner Bros. Discovery can license its less premium content to Netflix, which lacks a premium brand. “Netflix’s cash is used to strengthen their [mass market] positioning, something Max can be OK with as Netflix has seemingly cemented its massmarket segment dominance while Max is showing no ambitions to steer away from premium programming. Max can then use the extra cashflow [from Netflix] to pour it into its premium content and further boost its premium-mass market brand.” You can check out the full comment here.

Such a view makes sense to me in a world where Warner Bros. Discovery didn't have its own paid streaming option. If the concern is found with Max containing premium and non-premium content brands, one option is for Warner Bros. Discovery to offer three different streaming services (Discovery $5 per month / Warner $10 per month / HBO $20 per month) with an attractive package discount when getting all three. While this will jeopardize near-term revenue, it helps the company's long-term direct-to-consumer relationships.

How Apple Leverages Product Branding

Apple has a long history of leveraging product branding to strengthen its ecosystem. The classic white wired EarPods hanging out of one’s ears went on to define a generation of consumer electronics. In recent years, Apple has doubled down on the product branding strategy. The following examples have anchored Apple commercials, advertisements, and marketing.

iPhone

  • Home button (still found with the iPhone SE)

  • iPhone X notch

  • iPhone 14 Pro / Pro Max Dynamic Island

  • iPhone back camera layout

Apple Watch

  • Rectangular display

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Apple Releases visionOS SDK, Creating Spatial Experiences, Apple’s Developer Advantage

Hello everyone. We are getting our first look at the visionOS software development kit (SDK). Developers are now able to give visionOS a spin in a simulated environment via Reality Composer (macOS and iOS apps).

One reason Apple unveiled Vision Pro at WWDC was to give developers time to develop apps ahead of the headset’s release in early 2024 (my expectation: March/April 2024). Today's update will focus on the SDK and a few points regarding app development.

Apple Releases visionOS SDK

In a press release issued yesterday, here’s Apple:

“Apple today announced the availability of new software tools and technologies that enable developers to create groundbreaking app experiences for Apple Vision Pro — Apple’s first spatial computer. Featuring visionOS, the world’s first spatial operating system, Vision Pro lets users interact with digital content in their physical space using the most natural and intuitive inputs possible — their eyes, hands, and voice. Starting today, Apple’s global community of developers will be able to create an entirely new class of spatial computing apps that take full advantage of the infinite canvas in Vision Pro and seamlessly blend digital content with the physical world to enable extraordinary new experiences. With the visionOS SDK, developers can utilize the powerful and unique capabilities of Vision Pro and visionOS to design brand-new app experiences across a variety of categories including productivity, design, gaming, and more.

Next month, Apple will open developer labs in Cupertino, London, Munich, Shanghai, Singapore, and Tokyo to provide developers with hands-on experience to test their apps on Apple Vision Pro hardware and get support from Apple engineers. Development teams will also be able to apply for developer kits to help them quickly build, iterate, and test right on Apple Vision Pro.”

One takeaway from this year’s WWDC and the Vision Pro demo was that Apple has something big on its hands, and they know it. Part of that observation relates to Apple’s well-thought-out and comprehensive approach to getting Vision Pro off the ground. This includes everything from a well-orchestrated demo strategy for members of the press, an SDK for developers, and what will eventually be consumer demos at Apple stores. We now have new information about Apple opening developer labs around the world and making developer HW kits available to some teams/companies. This is not a trivial launch effort for some niche product that Apple isn’t sure about. Instead, Apple is all-on on Vision Pro as its next computing platform.

In a new document published yesterday alongside the visionOS SDK, meant to help developers approach visionOS, Apple went over many details as to how it expects the platform to be used. The full document is available here.

A few highlights:

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