New + Next

The Apple Vision Pro and the Future of Experiences

Last week, Apple released its much-anticipated Vision Pro, a mixed-reality headset (the marketing blah-blah calls it “spatial computing”) that blends the digital and physical worlds. Early reviews are in, with a mix of awe around the immersiveness of the experience and cynicism around the bulkiness of the headset, the limited-use cases, and the price (around $3,500). If this is Apple’s “beta” entrance into a space Meta, Google and others have been working in for years, we’re excited about the possibilities for the experiential industry. Here are three ways we see this benefiting our industry in the not-too-distant future (we hope!). Ensuring hybrid experiences don’t suck (finally) First came the pandemic-era virtual events, which were driven by the necessity of the moment. Once the world started to open up again, hybrid events began to spread — leaving the at-home “participant” stuck with a virtual experience that would never rival the energy and connection experienced by the attendees in the room.  The Apple Vision Pro is the first technology that could bridge that divide. Imagine being at home or in your office but still being able to tour the venue or sit inside the theater for a talk or performance. Might the...