When the iPhone 3G was released in Japan, it was seen as a toy for people who like new things. But now, everyone has a smartphone as a matter of course. It's all because Apple has completely changed the world. Personally, I can't imagine a world without the iPhone. Devices exist, and services develop. Barcode payment, which has spread at an incredible speed, would have been delayed by 10 years if the iPhone had not been created.
I think Apple is a game changer. That's why I couldn't wait for the Apple Vision Pro, announced at WWDC 2023 last June, to be released in Japan.
The first thing you notice when you actually put it on is that the image quality is surprisingly beautiful. A clear space spreads out before your eyes, as if it is right in front of your eyes. This is amazing. I had several people try it on, and everyone was amazed. In fact, some people fell off their chairs screaming, "It's a rhino! It's a rhino!" As expected, it's a "Pro" name. It's an immersive feeling of another dimension. And, as expected, the greatness of Apple is its comfort. There was no sense of discomfort when using it, and anyone could use it immediately and stress-free. Hand tracking and eye tracking, which I had never experienced before, were also handled without any problems after a little instruction.
So, what can you do with this? To be honest, I got the impression that the environment has not yet caught up. I tried taking 3D spatial photos, mirroring Apple products, and experimenting with video and multiple displays, but the current situation felt more like a momentary impression rather than a lasting experience. Still, I'm introducing it because I can't help but feel that there is potential for the future.
I suppose it's okay to express my creativity however I like, but it's still a little difficult to imagine using it on a daily basis. That's partly because it's a new spatial computer. However, I honestly wanted some hints, like the Mac is a creative tool, the iPhone is a "phone, internet communication device, and music player" all in one, as the late Steve Jobs repeated in his presentation, and the iPad is an intermediate device between the two.
For now, many people are probably picturing the future of the Apple Vision Pro in the entertainment field. The immersive visual experience is overwhelming, and the operability and sound are impeccable, just amazing. However, it is unknown how much demand there will be for it as a gaming device or for real-time viewing, which will eventually become a reality. It is likely to be an entertainment device, so it is unlikely that every household will have one. In terms of widespread use, I feel that things will change a little when it is connected to business and everyday life.
In the fashion industry, brands such as J.Crew's virtual closet, StockX's shopping service, Balenciaga's 2025 spring collection, and Gucci's content about their new designer Sabato de Sarno were announced. In Japan, ANREALAGE teamed up with luxury fashion platform SYKY to present their 2125 collection, but I felt that they were all a little lacking. And that's when I realized the importance of apps.
What's important now is the content. The hardware is so complete that it can be said to be complete, so what remains is for the OS (scheduled to be updated to "vision OS2" this fall) and the software that supports XR space to develop in a good direction. What is especially needed is a platform. We need a place where we can experience various information disseminations in one place, such as apps like Instagram and X where anyone can share content. At the moment, it's almost the same as surfing the official website. There was a real estate app that only had one property to view, but no one wants to keep it. It would be great if the concept of an app disappeared and the system worked seamlessly. I want to see it as a line, not a point, and even feel it as a surface or a sphere. I want to enjoy it while being distracted by it.
Going back to the perspective of a fashion media editor, I think that in the near future there will be an app that allows you to see collections in this space. Or a website that will talk about fashion in 3D video. And like Nick Knight, who moved from photography to video with "SHOWstudio," creators may appear who express fashion visuals that can only be done in XR space. But what I'm most looking forward to is the existence of something like "Amazon" or "ZOZO." I don't know the feel of the material, but if everything is structured like that, it may become a necessity. And as a prologue before those things are fully realized, if an "Apple Vision Pro" with a video is sent instead of a collection invitation, it will be the best presentation that will make you jump.
The Ministry of Internal Affairs and Communications has set a goal of "Beyond 5G" for 2030. This means the development of 6G, which will allow us to download a two-hour movie in just a few seconds, expand the communication range to include communication at sea, and eventually experience holograms and all five senses. NTT is promoting a new high-speed communication standard called IOWN. Apart from communication, Seven-Eleven is also conducting a demonstration experiment of a cash register using an aerial display that displays images. The experience of being there in real time will likely become more widespread in the future. Apple has realized this early on with frightening accuracy. I think the arrival of Apple Vision Pro marks the beginning of a new era.
