AI's potential capabilities in enhancing the Vision Pro's performance.
Apple is anticipated to introduce its first batch of generative AI tools for the iPhone and iPad next week, as part of an initiative to revive its struggling products. While the Vision Pro mixed reality headset has only been released for a couple of months, some experts believe the same technology may soon be incorporated into the device.
Generative AI, a form of artificial intelligence that can deliver comprehensive and insightful responses to questions and prompts, could potentially elevate the headset's degree of personalization and immersion, and offer exciting possibilities for businesses, particularly in the field of education and healthcare. It could also enhance the sales of the expensive Vision Pro, which has reportedly experienced an unexpected reduction in production.
During its annual Worldwide Developers Conference at its Cupertino, California, headquarters, scheduled for June 10, CEO Tim Cook is likely to share the company's approach to this type of AI. Apple is also expected to partner with OpenAI, the company behind ChatGPT, to add new dimensions of interaction spanning its product range. This endeavor occurs as the company strives to remain competitive against rivals like Google and Samsung, which have already begun utilizing the technology in their smartphones.
A seamless entry point
One possible way to incorporate generative AI into the Vision Pro would be by including a more intelligent version of Siri, allowing users to ask questions about what they're viewing or automate tasks such as sending messages by voice or turning on the lights.
Other potential uses include real-time language translation, enhanced team collaboration within a working environment, or customized fitness plans and guided meditation, as per experts.
However, the experience could be even more significant for businesses. During its recent earnings call, CEO Tim Cook revealed that more than half of the Fortune 100 companies had already purchased a Vision Pro. "... we are exploring innovative ways to use it to do things that weren't possible before," before moving on to other topics, he added.
Tuong Ngyugen, a director analyst at market research firm Gartner, suggested that any company interested in this segment "has to be thinking about it."
"Nobody really knows what's a winner yet, so they're pulling together all these use cases right now, with a focus on enterprise, and making a case for why this is the future of experiences and devices," he stated.
Although the date of generative AI's integration into the Vision Pro remains unclear, Ngyugen remarked, "It's only a matter of time."
The Vision Pro is merely one more entry point – similar to a tablet, laptop, or watch – into Apple's ecosystem of products.
"The leg up isn't in if Apple uses it – because I would anticipate everyone to use it – or even if they use it first," Ngyugen commented. "It's about how they use it and how they bring value to the user."
The potential of Vision Pro
In February, Apple introduced its first new product in seven years – the Vision Pro – as the extended reality (XR) market, covering augmented, virtual, and mixed reality, explored a plateau with minimal mainstream consumer adoption. The $3,499 headset was launched with limited apps and connected to a battery pack the same size as an iPhone, providing around 2.5 hours of battery life on a single charge.
Though Apple has not yet unveiled sales data on the device, Apple analyst Ming Chi-Kuo has stated that production is being reduced to as low as 400,000 units annually, in contrast to early market projections of 700,000. Integrating generative AI into the experience could help developers create more engaging content to attract a broader audience, according to Jeremy Bailenson, founding director of Stanford University's Virtual Human Interaction Lab.
"Although most headsets on the market today are less expensive than smartphones and laptops, there has been minimal use by consumers because of a dearth of compelling content tailored explicitly for devices like the Vision Pro or the Meta Quest," he said. "AI will facilitate this by allowing users without any programming experience to generate 3D models, immersive scenes, and even avatar bodies and animations."
At Stanford, researchers are already using software that enables a user to describe any scenario by speaking aloud, such as "make me a beautiful park in the middle of a bustling city with cows walking through it." The VR results emerge quickly.
Bailenson believes there is potential in education and gaming.
"AI enables educators to swiftly create VR content that aligns with their curricula and lesson plans, overcoming the primary challenge that has impeded VR in classrooms," he said. "VR now makes a teacher's job easier to create lessons, whereas before generative AI, the content creation was so costly and complex it oftentimes made their duties more laborious."
Generative AI could also transform gaming experiences on headsets. Social VR – a concept where users congregate to chat, collaborate, and play – often feels isolated due to a lack of people.
"Generative AI can infuse non-player characters into places to make them feel less empty," he said.
Ramon Llamas, a director at market research company IDC, foresees Apple launching general AI with Vision Pro but the true impact will be felt by businesses.
Real-world business applications
Picture an on-site technician utilizing the headset and generative AI to diagnose and fix a machine in real time. The AI could analyze and sum up the accumulated data, subsequently presenting an interactive guide, hologram, or video, leading the user through the process of diagnosing and rectifying the issue.
“This is the main game and the enchantment of general AI,” he stated. “The technician wouldn't be viewing a generic instruction; the technology would sift through heaps of files, data, videos, and pictures to present something specifically addressing the problem.”
A potential application could be for worker training, like showing someone how to fix an airplane's engine based on the model and other details.
“I believe we're going to start to witness this more in the ensuing product cycles,” he said. “The competition is on to observe how quickly we can integrate general AI into such devices.”
Meta, for instance, has manifested a desire to collaborate with Microsoft whose Copilot technology - with ChatGPT's backing - has been extensively incorporated into its own array of products. Llamas envisions Meta's Quest headset lineup tapping into Copilot as a helper or for training purposes. Google might replicate this strategy.
Tuong Nguyen, an analyst at market research company Gartner, advised “anyone who's invested in this market should be thinking about it.”
“No one truly knows which player will triumph yet, so they're exploring all these use cases at present, with a focus on enterprise, and commercializing why this marks the future of experiences and devices,” he said.
For now, the emphasis will most likely be on convincing users to employ generative AI on devices they typically employ, particularly those in their hands.
“Vision Pro only just got released recently and requires a bit of stabilization before it truly takes off,” Llamas remarked. “Apple can likely speed up its progress now with iOS' user base and product catalog.”
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The incorporation of generative AI into the Vision Pro could offer exciting opportunities for businesses in various sectors, such as education and healthcare. This technology could improve the headset's degree of personalization and immersion, making it a valuable tool for businesses looking to enhance their operations.
Furthermore, the partnership between Apple and OpenAI could open up new dimensions of interaction across Apple's product range, providing businesses with valuable tools to improve their operations and connect with customers in innovative ways.
