Apple’s New Challenge: Making VR Headsets Look Cool

During Apple’s recent unveiling of its high-priced mixed reality headset, one notable absence was the executives wearing the device themselves. Speculation suggests that Apple’s decision may stem from a desire to avoid becoming the subject of memes and ridicule. However, the bigger issue lies in the challenge of making VR headsets appear cool. Over the years, headsets have been criticized for their bulkiness and unusual appearance, with examples like Palmer Luckey’s mocked Time Magazine cover photo. Apple’s new headset, blending virtual reality and augmented reality, is a risky venture, with a hefty price tag and a market that has yet to achieve mainstream success.

Apple’s approach involves leveraging its design, hardware, and marketing prowess to convince consumers to invest in the device. While some viewers find the headset resembling designer ski goggles and appreciate Apple’s marketing efforts, not everyone is convinced. Lisa Peyton, an extended reality and experiential marketing professor, believes the device’s size and appearance won’t make it suitable for everyday use. Apple’s marketing historically succeeded in making mundane products cool, but the VR headset presents a different challenge. It remains an abstract and possibly odd concept for many, associated with quirky images and avatars.

To distance itself from other VR products, Apple refrained from using the term “virtual reality” in its keynote event, focusing on “spatial computing” and “augmented reality” instead. The company positions the headset as an exclusive, high-end product, aiming for it to become a status symbol. Apple also made a unique design choice by displaying the user’s eyes on the outside, promoting the idea of being connected with the surroundings. However, the initial target audience for the device is expected to be limited to early adopters, developers, and business customers willing to invest in the first-generation gadget.

Apple’s current strategy involves gradually building consumer interest and adoption, rather than expecting a mass frenzy like the iPhone launch. It will likely take time for the technology to become more compact and visually appealing. Despite the challenges, experts believe that Apple’s loyal following and track record on hardware may eventually convince average consumers to embrace future iterations of the headset. Ultimately, the device will need to become more affordable and aesthetically appealing to attract a broader customer base.