Behind WWDC: 60% of execs think Apple Vision Pro headset will be an AR/VR iPhone moment – what does this mean for content management?

Apple knows how to make a real show from its product presentations; this year is no exception. While some people are missing the good old days when Steve Jobs was showcasing the updates, a lot of people were excited to see what the 2023 presentation would bring – especially the iconic "And one more thing" moment.

This year, Vision Pro – Apple's first spatial computer, was probably the most discussed and rumored update. The reason is the AR/VR trend that's gained traction over the last year or so and the consequences of such an update for content creators and brands. 

Briefly, Vision Pro does not create a new world for the user, but rather expands the existing one. The surrounding space can be filled with virtual elements, such as a Formula 1 car or a browser page. At the same time, if a person is standing next to you, you will see them, and they will see your eyes.

Apple has demonstrated several scenarios for using the glasses. In fact, it is a kind of easy replacement for a computer, or rather an iPad, which is suitable for creating content but is more commonly used for consumption.

Section titled What does Vision Pro launch mean for brands? What does Vision Pro launch mean for brands?

Many brands are already creating AR or VR experiences for their customers. However, it's still rare as there was not enough hardware to make VR more accessible and affordable to the general public. Meanwhile, as Apple finally launched its headset, it gave other manufacturers the green light to do the same, making the technology closer to our daily lives. 

Brands, on the other hand, now have to think about how they would create content tailored to AR and VR. 

Section titled How did executives react to Vision Pro, and how did they see the future of AR/VR? How did executives react to Vision Pro, and how did they see the future of AR/VR?

In order to check if Apple managed to fulfill audiences' expectations and shape plans for future usage, we at Storyblok decided to run a poll where 200 executives in sales, marketing, and development from the USA, Australia, Netherlands, UK, France, Germany, and Sweden shared their thoughts on the Vision Pro headset from Apple. 

The survey consisted of two parts – the first about expectations and the second about the opinions and reactions to the headset's presentation. 

Section titled How much do you know about the rumors involving Apple's virtual reality + augmented reality (VR/AR) headset? How much do you know about the rumors involving Apple's virtual reality + augmented reality (VR/AR) headset?

78.5% of the surveyed professionals said that they knew a lot of rumors about the headset, and 21.5% claimed they knew quite a bit. Notable that there were no people who heard nothing about it, which shows how discussed the product was.

Section titled How much do you know about the Apple Vision Pro after the presentation? How much do you know about the Apple Vision Pro after the presentation?

When we asked if these people had a chance to learn more about Vision Pro, all of them were familiar with it in quite a detail. For instance, 48.5% said they have seen news coverage about it and know what it does, 29.5% have looked at information on Apple's website, and 22% watched the announcement during the WWDC keynote.

Section titled What do you think of VR/AR? What do you think of VR/AR?

Returning to the perception of both AR and VR before the presentation, more than half of respondents (57.50%) saw this technology as the next big digital platform. At the same time, 18.50% said it was too early to decide, and 11.50% thought it would fail. 

Section titled What do you think of spatial computing as it's described for the Apple Vision Pro? What do you think of spatial computing as it's described for the Apple Vision Pro?

However, after the WWDC keynote, the opinions of respondents have changed. While almost the same number of surveyed executives (57-58%) believe that spatial computing is the next big digital platform, the number of those who think it will fail decreased to only 1%. Now, 18.50% say it will have a place in the market but never become mainstream, and 22.50% are unsure and think it's too early to decide.

Section titled Do you think Apple's headset will make VR/AR popular in the same way that the iPhone made smartphones popular? Do you think Apple's headset will make VR/AR popular in the same way that the iPhone made smartphones popular?

While Apple is known to turn new technology into a new norm, Vision Pro can be the trigger for making VR and AR as common as smartphones after iPhone's launch. In fact, 60% of respondents were sure about that even before the presentation, and their number increased to 69% after the WWDC keynote. Meanwhile, despite around 26% still hesitating, that 12% who didn't believe in the future of AR and VR decreased from 12.5% to only 5.5%.

Section titled When do you think the Apple Vision Pro will start to become an important device for your customers? When do you think the Apple Vision Pro will start to become an important device for your customers?

According to 43% of respondents' feelings after the presentation, Vision Pro might become an important device in the next two years. At the same time, 23% think it might happen as soon as one year from now. Meanwhile, 21.50% think it's too early to decide, and only 3% don't believe in the product's success.

Section titled How interested are you in creating content for Apple's VR/AR headset? How interested are you in creating content for Apple's VR/AR headset?

The most surprising finding is that more than half of respondents (56.50%) were interested in creating content for Apple's VR/AR headset even before actually seeing it. At the same time, after the presentation, the number of executives who were somewhat interested increased from 22.50% to 37%. The percentage also changed for people who were not interested at all – it decreased from 8% to only 4.5%.

Section titled What does Apple's Vision Pro mean for content management? What does Apple's Vision Pro mean for content management?

The responses of sales, marketing, and development executives prove that brands are willing to stay on the curve and create modern content for any rising platform if that means they can hold consumers' attention.

In this scenario, the crucial thing to consider is the technology infrastructure that will allow brands to create and publish AR and VR content to such devices as Apple's Vision Pro. 

As of now, headless CMS such as Storyblok are the only option and the future of AR/VR content management. Due to the API-first approach, users can integrate various solutions into their existing platform, and AR/VR is no exception. Take a look at how you can manage your virtual reality content right now using Storyblok.