(Bloomberg) — Apple Inc.’s new Vision Pro isn’t expected to be an overnight blockbuster product for the company, but it’s poised to finally answer a longstanding question: Are consumers willing to wear a computer on their faces?
Until now, no product has settled this debate. Some gamers have embraced headsets that plunge users into virtual worlds, but devices from Meta Platforms Inc. and others have struggled to go mainstream. Even mixed-reality headsets, which meld virtual and real-world elements, have remained niche products. In fact, the overall headset market has been shrinking lately — just as Apple prepares to enter the industry.
That’s turned the Vision Pro, which debuts Friday, into a particularly crucial test. Though the $3,499 device is costly and can be uncomfortable to wear over long stretches, it’s expected to show the potential of this product category. And that means even the Vision Pro’s competitors are rooting for its success.
“A large player like them jumping in is good because it legitimizes the tech and excites the developer community in a way that smaller players are not able to do,” said Daniel Diez, chief transformation officer of headset pioneer Magic Leap Inc. The attention that the Vision Pro brings into the market has created a “really good moment for us,” he said.
The biggest question will be whether the Vision Pro can set the stage for the new era of consumer technology — what Apple calls spatial computing. The company and its peers are already preparing for whatever comes next after the smartphone, and wearable technology is the most likely bet.
But this evolution will take years. Initial sales of the Vision Pro won’t be significant for Apple, which is poised to make almost $400 billion annually in fiscal 2024. Down the road, a cheaper and less bulky version of the Vision Pro may be more of a mainstream hit.
Today, the mixed-reality industry is dominated by devices from Meta, Sony Group Corp. and a handful of other companies. Meta, the social media giant behind Facebook, Instagram and WhatsApp, accounted for nearly 50% of the market in the third quarter, according to Counterpoint Research. Sony had 32%.
That includes headsets with both virtual reality and augmented reality, which superimposes data and images on real-world views. But no one has been able to maintain consumer interest.
Shipments declined an estimated 8% last year to about 8 million, according to data from research firm IDC. A lack of compelling applications is one challenge, and many consumers don’t relish the idea of strapping goggles to their head.
But Apple has a track record of injecting new life into markets. About 42 million smartphones were shipped globally in 2006, the year before the iPhone launched. By the end of 2012, that number had grown to nearly 700 million, according to Gartner Inc.
The iPad, which debuted in 2010, essentially created the tablet market. Sales of such devices increased about 290% in 2011.
Then there’s the Apple Watch. In 2014, just before it launched, fewer than 10 million smartwatch units were sold. These days, consumers snap up more than 30 million of the watches quarterly. And the company’s AirPods have been a boon to the earphone market, inspiring rival devices from Alphabet Inc.’s Google and Samsung Electronics Co.
At $3,499, the Vision Pro could be especially exciting for Meta, whose flagship Quest 3 headset is just $500. With Apple’s marketing prowess now promoting the mixed-reality category, consumers may get interested in the product but balk at the price and seek cheaper alternatives.
Google and Samsung are working on their own mixed-reality headset for release by 2025. Samsung is developing the hardware, while Google is working on a new operating system for the device.
Still, the problems that have plagued other headset makers haven’t necessarily been solved by Apple. The Vision Pro is bulky and some testers have found it too heavy to wear for long periods, making it hard to use as a laptop replacement — let alone a phone alternative. It also lacks support from some key streaming players, including Netflix Inc., Google’s YouTube and Spotify Technology SA.
Read More: Apple Developer Tensions Threaten to Hamper Vision Pro
So far, Apple has sold an estimated 180,000 Vision Pros during the preorder period. That’s nothing compared with the iPhone, whose annual unit sales are measured in the hundreds of millions. But it’s a respectable number in the mixed-reality industry.
At roughly $3,499 a pop, that’s well over $600 million in revenue — just in the two-week period before the device even hits store shelves. Meta generated $210 million from its mixed-reality division during the third quarter of last year.
To spur further interest in its product, Apple has carefully orchestrated the sales experience at its retail stores. That will include 20- to 25-minute product demos that show 3D video and photos, panoramas and productivity apps in mixed reality. At the company’s largest US stores, Apple will be rolling out circular seating arrangements and carpets to provide testers with a living room feel.
Coming up with an alternative to the iPhone — or at least a way to supplement it — may be an increasingly urgent task. Already, the smartphone industry has begun to mature. And Apple faces particular challenges in China, its largest overseas market, which has imposed government bans on some use of foreign technology. The company’s sales have fallen for four straight quarters, its longest stretch of declines since 2001.
Apple is set to report its holiday sales on Thursday, on the eve of the Vision Pro’s debut. Those numbers should give analysts and investors a sense of just how much it needs this product to take off.
CHICAGO (AP) — United Airlines has struck a deal with Elon Musk’s SpaceX to offer satellite-based Starlink WiFi service on flights within the next several years.
The airline said Friday the service will be free to passengers.
United said it will begin testing the service early next year and begin offering it on some flights by later in 2025.
Financial details of the deal were not disclosed.
The announcement comes as airlines rush to offer more amenities as a way to stand out when passengers pick a carrier for a trip. United’s goal is to make sitting on a plane pretty much like being on the ground when it comes to browsing the internet, streaming entertainment and playing games.
“Everything you can do on the ground, you’ll soon be able to do on board a United plane at 35,000 feet, just about anywhere in the world,” CEO Scott Kirby said in announcing the deal.
The airline says Starlink will allow passengers to get internet access even over oceans and polar regions where traditional cell or Wi-Fi signals may be weak or missing.
Sony has made it easy for Canadian consumers to preorder the PlayStation 5 Pro in Canada directly from PlayStation’s official website. Here’s how:
Visit the Official Website: Go to direct.playstation.com and navigate to the PS5 Pro section once preorders go live on September 26, 2024.
Create or Log in to Your PlayStation Account: If you don’t have a PlayStation account, you will need to create one. Existing users can simply log in to proceed.
Place Your Preorder: Once logged in, follow the instructions to preorder your PS5 Pro. Ensure you have a valid payment method ready and double-check your shipping information for accuracy.
Preorder Through Major Canadian Retailers
While preordering directly from PlayStation is a popular option, you can also secure your PS5 Pro through trusted Canadian retailers. These retailers are expected to offer preorders on or after September 26:
Best Buy Canada
Walmart Canada
EB Games (GameStop)
Amazon Canada
The Source
Steps to Preorder via Canadian Retailers:
Visit Retailer Websites: Search for “PlayStation 5 Pro” on the website of your preferred retailer starting on September 26.
Create or Log in to Your Account: If you’re shopping online, having an account with the retailer can speed up the preorder process.
Preorder in Store: For those who prefer in-person shopping, check with local stores regarding availability and preorder policies.
3. Sign Up for Notifications
Many retailers and websites offer the option to sign up for notifications when the preorder goes live. If you’re worried about missing out due to high demand, this can be a useful option.
Visit Retailer Sites: Look for a “Notify Me” or “Email Alerts” option and enter your email to stay informed.
Use PlayStation Alerts: Sign up for notifications directly through Sony to be one of the first to know when preorders are available.
4. Prepare for High Demand
Preordering the PS5 Pro is expected to be competitive, with high demand likely to result in quick sellouts, just as with the initial release of the original PS5. To maximize your chances of securing a preorder:
Act Quickly: Be prepared to place your order as soon as preorders open. Timing is key, as stock can run out within minutes.
Double-Check Payment Information: Ensure your credit card or payment method is ready to go. Any delays during the checkout process could result in losing your spot.
Stay Informed: Monitor PlayStation and retailer websites for updates on restocks or additional preorder windows.
Final Thoughts
The PlayStation 5 Pro is set to take gaming to the next level with its enhanced performance, graphics, and new features. Canadian gamers should be ready to act fast when preorders open on September 26, 2024, to secure their console ahead of the holiday season. Whether you choose to preorder through PlayStation’s official website or your preferred retailer, following the steps outlined above will help ensure a smooth and successful preorder experience.
For more details on the PS5 Pro and to preorder, visit direct.playstation.com or stay tuned to updates from major Canadian retailers.
Since the PlayStation 5 (PS5) launched four years ago, PlayStation has continuously evolved to meet the demands of its players. Today, we are excited to announce the next step in this journey: the PlayStation 5 Pro. Designed for the most dedicated players and game creators, the PS5 Pro brings groundbreaking advancements in gaming hardware, raising the bar for what’s possible.
Key Features of the PS5 Pro
The PS5 Pro comes equipped with several key performance enhancements, addressing the requests of gamers for smoother, higher-quality graphics at a consistent 60 frames per second (FPS). The console’s standout features include:
Upgraded GPU: The PS5 Pro’s GPU boasts 67% more Compute Units than the current PS5, combined with 28% faster memory. This allows for up to 45% faster rendering speeds, ensuring a smoother gaming experience.
Advanced Ray Tracing: Ray tracing capabilities have been significantly enhanced, with reflections and refractions of light being processed at double or triple the speed of the current PS5, creating more dynamic visuals.
AI-Driven Upscaling: Introducing PlayStation Spectral Super Resolution, an AI-based upscaling technology that adds extraordinary detail to images, resulting in sharper image clarity.
Backward Compatibility & Game Boost: More than 8,500 PS4 games playable on PS5 Pro will benefit from PS5 Pro Game Boost, stabilizing or enhancing performance. PS4 games will also see improved resolution on select titles.
VRR & 8K Support: The PS5 Pro supports Variable Refresh Rate (VRR) and 8K gaming for the ultimate visual experience, while also launching with the latest wireless technology, Wi-Fi 7, in supported regions.
Optimized Games & Patches
Game creators have quickly embraced the new technology that comes with the PS5 Pro. Many games will receive free updates to take full advantage of the console’s new features, labeled as PS5 Pro Enhanced. Some of the highly anticipated titles include:
Alan Wake 2
Assassin’s Creed: Shadows
Demon’s Souls
Dragon’s Dogma 2
Final Fantasy 7 Rebirth
Gran Turismo 7
Marvel’s Spider-Man 2
Ratchet & Clank: Rift Apart
Horizon Forbidden West
These updates will allow players to experience their favorite games at a higher fidelity, taking full advantage of the console’s improved graphics and performance.
Design & Compatibility
Maintaining consistency within the PS5 family, the PS5 Pro retains the same height and width as the original PS5 model. Players will also have the option to add an Ultra HD Blu-ray Disc Drive or swap console covers when available.
Additionally, the PS5 Pro is fully compatible with all existing PS5 accessories, including the PlayStation VR2, DualSense Edge, Pulse Elite, and Access controller. This ensures seamless integration into your current gaming setup.
Pricing & Availability
The PS5 Pro will be available starting November 7, 2024, at a manufacturer’s suggested retail price (MSRP) of:
$699.99 USD
$949.99 CAD
£699.99 GBP
€799.99 EUR
¥119,980 JPY
Each PS5 Pro comes with a 2TB SSD, a DualSense wireless controller, and a copy of Astro’s Playroom pre-installed. Pre-orders begin on September 26, 2024, and the console will be available at participating retailers and directly from PlayStation via direct.playstation.com.
The launch of the PS5 Pro marks a new chapter in PlayStation’s commitment to delivering cutting-edge gaming experiences. Whether players choose the standard PS5 or the PS5 Pro, PlayStation aims to provide the best possible gaming experience for everyone.
Preorder your PS5 Pro and step into the next generation of gaming this holiday season.
