As Apple’s Vision Pro VR/AR headset is slated for release on February 2, more details about the app requirements are emerging. Apple has provided guidelines for visionOS developers, suggesting that they refer to their apps as “spatial computing apps” instead of using terms like augmented reality (AR) or virtual reality (VR). Apple is advising against the use of AR, VR, extended reality (XR), or mixed reality (MR) when describing the app experience for Vision Pro. This unusual choice in terminology might be an attempt to distinguish Apple’s offerings from other VR/AR platforms in the market.
According to the developer page, Apple specifies that the headset should be called “Apple Vision Pro” with three uppercase words, and “visionOS” should begin with a lowercase ‘v’ even when starting a sentence. Apple emphasizes that these terms should not be translated or transliterated. This guidance is likely an effort to maintain consistency and clarity in branding.
While Apple is encouraging developers to create apps for spatial computing experiences, the company seems to be avoiding conventional terminology associated with AR and VR. Apple CEO Tim Cook had previously referred to the Vision Pro as an “entirely new AR platform” during its announcement at WWDC 2023. Despite this, the decision to eschew terms like AR and VR in app descriptions might be an attempt to set the Vision Pro apart or create its own narrative around spatial computing. The headset is priced at $3,495, and it will be interesting to see how the market responds to Apple’s unique approach in this rapidly evolving technology space.