Metaverse: Apple and Facebook, two diametrically opposed strategies (Albert Meig, Arthur D. Little)
On June 5, 2023, Apple unveils its mixed reality mask, the Apple Vision Pro. At first glance, the timing might seem confusing — insane Metaverse It has dissipated and the hot topic at the moment is generative AI. However, this advertisement actually reveals a bold and distinct strategy. Let’s explore the situation.
In our 2022 report, The Metaverse, Beyond Fiction, we presented the Metaverse as the future evolution of the internet, blurring the lines between the real and the virtual.
Key to this definition lies in the idea that our perception of reality is, and will be incrementally, enhanced by one or more layers of data, information, or representations. The real world turns into a screen on which one or more digital layers are superimposed.
This definition was chosen because we were – and still are – convinced that the practices that will dominate the next few years are exponential rather than hypothetical in nature. This is what emerged from our many expert interviews around the world and our careful analysis.
In our study, as well as in our article at HBR France, we identify three factors converging for the first time and driving the Metaverse: 1) an explosion in the number of spatial web users, 2) the emergence of major platforms that unite ecosystems of creators and consumers of spatial digital experiences, and 3) maturation technology. Our analysis demonstrated that these technological and behavioral trends were irreversible and relatively independent of the Facebook/Meta ups and downs.
In September 2021, meta He tried to fit in with the concept of the Metaverse, previously known mainly to science fiction buffs. Meta’s vision was twofold: on the one hand, to transform its social network into a virtual world (Consumer Metaverse), and on the other hand, to invest in the professional field with Horizon Workrooms and Virtual Meeting Rooms (Enterprise Metaverse). Despite the high quality and affordability of the Meta Oculus headset, they have greatly reduced resistance to adoption. On the other hand, with the exception of early adopters, very few people are equipped with it helmets Virtual universes remained hopelessly deserted. On the other hand, potential corporate customers cannot easily integrate Workrooms into their Microsoft environment. Meta attempted to accelerate the adoption of radical innovation with its September 2021 announcements. It worked temporarily, but it also hastened the end of the Metaverse craze.
The Metaverse madness has vanished. Moreover, Apple never seemed to believe it – even Tim Cook said in 2022:
I’m not sure the average person can tell you what the Metaverse is.
In 2023, everyone is talking about LLM and Generative Artificial Intelligence. However, on June 5, Apple announced its Mixed Reality Mask, and to everyone’s surprise, LLMs didn’t mention… Why enter the arena after the battle? Why ignore the elephant (LLMephant) in the room? timing problem? unlikely. On the other hand, it is a radically different situation.
recovery. 22 years ago, Apple got into the music industry. iPod In everyone’s memory. However, it was much more than that: Apple was implementing what they called a “digital hub strategy”: not an MP3 player, but an experience: listening to music on the go. There were three essentials: iPod – a thousand songs in your pocket, iTunes to manage his music library, and iTunes Music Store To buy music easily. Apple wasn’t the first to introduce an MP3 player, but they were the first to offer an integrated, innovative, but persistent user experience.
With Vision Pro, apple He tries to repeat this feat: breaking out of the ordinary. It is not a radically new world that we present to you, but on the contrary, it is a continuation of what you all know: computers and the Internet. Vision Pro is simply a space computer. You will find your usual environment there. You can watch your movies right there (in a giant virtual room), your computer screen (whether you’re on the train or in your living room), applications…Be confident, nothing will change…The interface is closer to your eyes…
there where meta Attempting to impose a completely new concept, Apple, in keeping with itself, offers a world-famous vision: computers and the Internet. They will gradually transform these everyday tools into spatial and immersive experiences, which will – eventually – lead to radically new and different experiences.
One last thing: during the keynote on June 5, 2023, there wasn’t a word about LLMs, while analysts were awaiting major announcements about artificial intelligence and voice assistants. Apple doesn’t usually show off technology – apple Focuses on user experience. Thanks to the R1 processor integrated into Vision Pro, we can expect that artificial intelligence, although invisible, will be at the heart of the optimal user experience, analyzing in particular the movements of the head, eyes, hands or voice commands.
THE + FORBES: Elon Musk and Bernard Arnault, photo 413 billion