Interestingly, Apple in 2023 has positioned itself in a hybrid reality based on spatial computing . In January, the Vision Pro was launched and 80,000 units were sold in 15 minutes, already prepaid and deliverable in February. It is estimated that it could have pre-sales of 200,000 units and that it could reach sales of 350,000 units in the first year (MacRumors). This is this icon of digital innovation. It is estimated that it may have achieved 300 Ms $ of income with a device whose average price is just under 4000 $.
As happened with Meta, with that price it is not feasible to think of a mass market in the short term, but with a community of 1000 Ms of users everything is possible if advances are made in a more affordable price of the device and development of functionalities. For the moment, the daily scenes of the early adopters who are using them while carrying out daily tasks or actions have attracted attention.
Just as a few years ago we were surprised to see people bosnia and herzegovina number data walking down the street while talking, now we will have to accept the normality of pedestrians moving around gesturing with their hands because they are semi-immersed in parallel digital tasks. It is not the same immersion of the metaverse that Meta spread, but it is the experience of a mixed reality where the possibilities of AR and VR invite us to think that brands can establish new forms of relationship with their communities and create spaces conducive to them.
The development of digital marketing has so far been limited by visual interactions on screen: images and video, mainly. But technology is opening up new possibilities with much more immersive formats that can have a communication capacity that we had never before imagined. If we add to this the new milestones of AI to generate content with high doses of creativity... I fear that the entire profession must prepare for a revolution in which strategies and investments must illuminate a new way of managing marketing, or in other words, the science that studies the exchange of value.