Following a slump in mainstream interest, fresh energy appears to have entered the XR space. Following a busy month which saw AWE 2023 launch morale through the roof with a successful US event, Meta debuting the Quest 3, and Apple finally introducing the Vision Pro, the XR industry may be entering a new stage of adoption and interest.
Apple is attempting to rebrand its vision of XR as “spatial computing”, moving away from – and actively avoiding – terms like VR and the Metaverse. This may be for a few reasons. Firstly, Apple may simply be placing itself firmly in the AR/MR realm and avoiding a fully immersive device. Moreover, with Meta staking its claim on the Metaverse – rebranding to align with the technology closely – Apple could be creating its definition for clarity’s sake and separating itself from the competition.
On the other hand, with such a major worldwide firm jumping into the XR realm, other long-standing and start-up immersive technology firms can feel the impact of Apple’s device with further developmental changes and a regained consumer interest.
If you want to learn more about Apple’s new XR device and what the industry thinks about it, check out Demond Cureton’s industry roundtable on the device.
EU Accuses Google of Violating Antitrust Regulations
This week the European Commission (EC) accused Google of violating antitrust laws by favouring its advertising services over rivals.
The EC’s statement alleges that Google gave its AdX exchange preferential treatment in ad auctions and bids for the past nine years, resulting in Google’s ad exchange receiving a disproportionate share of the market, which could marginalize rival ad exchanges.
The EC’s statement cites Article 102 of the Treaty on the Functioning of the EU, which prohibits companies from abusing their dominant market position. The EC could potentially fine Google up to 10 percent of its global annual turnover if it is found to have violated antitrust laws.
This is not the first time Google faced allegations of antitrust violations. In 2018, the EC fined Google €4.34 billion for abusing its dominant position in the search engine market. Google is also appealing a €1.49 billion fine the EC imposed in 2019 for favouring its shopping comparison service over rivals.
The EC’s latest accusations against Google could significantly impact the company’s advertising business. If the EC finds that Google has violated antitrust laws, it could be forced to change its advertising practices or face a hefty fine, potentially opening up the market to more competition and giving rival ad exchanges a chance to gain market share.
ARuVR Empowers Mintra Workers with XR Learning
ARuVR and Mintra have partnered to bring XR learning to the maritime industry. The partnership will integrate ARuVR’s immersive training software with Mintra’s TrainingPortal platform. This will allow maritime workers to learn new skills and procedures in a safe and realistic environment.
ARuVR’s software uses various XR technologies, allowing users to interact with virtual objects and environments realistically and engagingly. The software also includes multiple features that can be used to assess learner progress and retention.
Mintra’s TrainingPortal platform is a cloud-based learning management system (LMS) that provides a single place for users to access their training content. The platform includes various features for managing training courses, tracking learner progress, and delivering assessments.
Will Huawei Force Apple’s Vision Pro to Rebrand in China?
Apple is facing a potential trademark battle with Huawei over the name of its upcoming MR headset. Huawei owns China’s “Vision Pro” trademark, and Apple has not yet applied for the brand. This means that Huawei could potentially force Apple to rebrand its headset in China if it wants to sell it there.
Huawei has been using the “Vision Pro” trademark for several years, and it has several products under the Vision brand, including smart TVs and smart glasses. Apple has not yet announced a release date for its Vision Pro headset, but it is expected to launch in 2024 for US customers.
If Apple does not want to rebrand its headset, it could try to negotiate a licensing agreement with Huawei. However, Huawei is likely to demand a significant fee for the license. Apple could also try to challenge Huawei’s trademark in court, which would be lengthy and expensive.
It is still unclear what Apple will do about the trademark issue. However, it is clear that Huawei has a solid legal case, potentially forcing Apple to rebrand its headset for Chinese sales.
More on Apple
Recent news revealed that Apple is claiming a solid collaboration with Chinese technology partners; despite legal hurdles.
For example, Apple is collaborating with long-time partner Luxshare Precision Industry Co. for its news headset to assemble the Vision Pro. Wellsenn XR, a local consultancy, found this information in a bill of materials (BOM) analysis. Apple is also working with other mainland China firms, including Cowell E Holdings and Shenzhen Desay Battery Technology.
In addition to these mainland China firms, Apple is working with 11 Taiwanese firms to help deploy the Vision Pro. These Taiwanese firms are leaders in their respective industries, assisting Apple with integrating hardware, such as display technology. Apple is also working with major industry suppliers, such as Samsung Electronics, LG Electronics, and Sony, for the Vision Pro market debut.
Apple’s upcoming Vision Pro headset is expected to be a high-end device with a premium price tag. However, a new report suggests that the production materials for the headset may not be as expensive as some have feared.
According to sources, the materials used to produce the Vision Pro headset cost around $1,590. This is significantly less than the $3,499 price range prediction.
Apple’s XR Vision is “Not the One I Want,” Says Zuckerberg
Recently Meta Platforms CEO Mark Zuckerberg hosted an all-hands-on meeting at its Menlo Park HQ, during which the company head chose to address Apple’s recent splash into the XR space.
Zuckerberg initially noted that he was “curious to see what they [Apple] were gonna ship.” However, he stressed that his visions of spatial computing and the future of XR clash with Apple’s showcase during WWDC last Monday.
The CEO noted that Apple’s showcase represents the firm’s “vision of the future of computing,” but Apple’s vision is not the “one that I [Mark Zuckerberg] want[s].”
Vantari VR to Support Clinicians at All Stages of Their Career
Vantari VR, a healthcare provider of immersive training solutions, announced that its platform will now support clinicians at all stages of their careers. Previously only available to students and trainees, the venue will now be open to practising clinicians.
Vantari VR’s platform uses VR to create realistic and immersive training environments. This allows clinicians to practice procedures and learn new skills in a safe and controlled environment. The platform also includes various features mentors can use to assess learner progress and retention.
Expanding Vantari VR’s platform to practising clinicians is a significant development, allowing a broader range of professionals and learners to leverage the platform from an expanded global reach.
