Ben Grossmann

Founder and CEO of content/tech studio Magnopus

Once Hollywood studios wrap their heads around what’s possible, we’ll start to see waves of new experiences getting produced that take advantage of the extended canvas. Content creators have always been sensitive to the audience’s “second screen” experience (the idea that people are watching TV while looking at their iPad or iPhone for contextual information). Apple’s Vision

Pro might be described as an “infinite screen” experience. But at the same time, because the contextual content can be 3D and integrated into your environment, it could feel more like a “zero screen” experience to users. That may be what people have been looking for to handle the cognitive load we face from all the devices in our lives. Over the past year, a lot of filmmakers have expressed an interest in developing their experiences “beyond the screen.” If we’re to be critical about what’s different between Apple’s Vision Pro and other AR or VR headsets, it comes down to the interoperability and unification of other Apple devices. Certainly the individual components of technology in the device are best in class, but they’re supported by seamless integration with a large range of other devices and capabilities. One subtle but important distinction Apple is making with this launch: By putting

“Pro” in the name and releasing that level first, they’re letting people know that this product is targeted toward those who will be building the experiences that consumers will want in the next generation of devices they release. That takes some pressure away from the price and a lot of other expectations. They said it several times in the presentation: “This is just the beginning,” and they’re right.