{"id":577060,"date":"2023-06-02T17:00:11","date_gmt":"2023-06-02T14:00:11","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/apples-rumoured-mixed-reality-headset-may-be-the-miracle-the-european-xr-industry-needs\/"},"modified":"2023-06-02T17:00:11","modified_gmt":"2023-06-02T14:00:11","slug":"apples-rumoured-mixed-reality-headset-may-be-the-miracle-the-european-xr-industry-needs","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/apples-rumoured-mixed-reality-headset-may-be-the-miracle-the-european-xr-industry-needs\/","title":{"rendered":"#Apple\u2019s rumoured mixed reality headset may be the miracle the European XR industry needs"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a414fb89bfa2\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a414fb89bfa2\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/apples-rumoured-mixed-reality-headset-may-be-the-miracle-the-european-xr-industry-needs\/#The_state_of_extended_reality_in_Europe\" >The state of extended reality in Europe<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/apples-rumoured-mixed-reality-headset-may-be-the-miracle-the-european-xr-industry-needs\/#An_Apple-sized_gamble\" >An Apple-sized gamble<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/apples-rumoured-mixed-reality-headset-may-be-the-miracle-the-european-xr-industry-needs\/#More_eyes_means_more_money\" >More eyes means more money<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/apples-rumoured-mixed-reality-headset-may-be-the-miracle-the-european-xr-industry-needs\/#An_antidote_for_developer_woes\" >An antidote for developer woes<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/apples-rumoured-mixed-reality-headset-may-be-the-miracle-the-european-xr-industry-needs\/#User_experience_A_helpful_baseline\" >User experience: A helpful baseline<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/apples-rumoured-mixed-reality-headset-may-be-the-miracle-the-european-xr-industry-needs\/#Will_it_be_all_rainbows_and_stardust\" >Will it be all rainbows and stardust?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/apples-rumoured-mixed-reality-headset-may-be-the-miracle-the-european-xr-industry-needs\/#Final_thoughts_One_headset_to_rule_them_all\" >Final thoughts: One headset to rule them all<\/a><\/li><\/ul><\/nav><\/div>\n<p><img decoding=\"async\" src=\"https:\/\/img-cdn.tnwcdn.com\/image?fit=796%2C417&amp;url=https%3A%2F%2Fcdn0.tnwcdn.com%2Fwp-content%2Fblogs.dir%2F1%2Ffiles%2F2023%2F06%2FVRheadset-e1685704700923.jpg&amp;signature=b5c6f2dac55a66444829129230658085\" \/><\/p>\n<div id=\"article-main-content\">\n                            <span style=\"font-weight: 400;\"><a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">App<\/a>le is a sector definer. While the company rarely creates entirely new products, its hardware ends up being the baseline other devices are measured by. You only need to look at how the iPod, iPhone, and iPad defined what people expect from MP3 players, phones, and tablets.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now, Apple is hoping it can repeat this trick with an entirely new product: <\/span><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.tomsguide.com\/news\/apple-vr-and-mixed-reality-headset-release-date-price-specs-and-leaks\"><span style=\"font-weight: 400;\">its rumoured VR\/AR headset<\/span><\/a><span style=\"font-weight: 400;\">, expected to be announced on June 5th.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is a huge moment for not only the company, but the European extended reality (XR) sector as a whole. While Apple has had some successes with products like <\/span><span style=\"font-weight: 400;\">the Apple Watch<\/span><span style=\"font-weight: 400;\">, it\u2019s not released anything in recent years that has grabbed the world by the scruff of its neck in the way, say, the iPod did.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With its VR\/AR headset, the Cupertino giant is on the brink of jumping into an entirely new industry, one that could either reinforce or destroy its reputation as a sector definer.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And for European XR companies? Apple\u2019s hardware has the potential to do miraculous things. To find out exactly what and how, we spoke with several European companies \u2014 but before we get there, let\u2019s spend some time analysing what\u2019s actually happening with XR on the continent.<\/span><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/fast.wistia.net\/embed\/iframe\/3yishpx6ry?videoFoam=true&amp;autoPlay=true\" title=\"\" allowtransparency=\"true\" frameborder=\"0\" scrolling=\"no\" class=\"wistia_embed\" name=\"wistia_embed\" allowfullscreen=\"\" msallowfullscreen=\"\" width=\"100%\" height=\"100%\"><\/iframe><\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_state_of_extended_reality_in_Europe\"><\/span><strong>The state of extended reality in Europe<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">There are two sides you need to consider when looking at mixed reality in Europe: the consumer and the professional.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s begin with the former. <\/span><span style=\"font-weight: 400;\">Various studies<\/span><span style=\"font-weight: 400;\"> have found the European public are largely nonplussed about virtual reality and the metaverse \u2014 two of the current biggest elements of XR. This is something I\u2019m certain many of us have experienced colloquially. It feels as though most people are <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/general\/\" data-internallinksmanager029f6b8e52c=\"3\" title=\"General\" target=\"_blank\" rel=\"noopener\">general<\/a>ly unexcited by extended reality; hell, even those I know with headsets seem to stop using them quickly.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Where the consumer side of XR seems jaded, things are very different on the professional front. These sectors drive the majority of growth in <\/span><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.mordorintelligence.com\/industry-reports\/mixed-reality-market\"><span style=\"font-weight: 400;\">the extended reality market<\/span><\/a><span style=\"font-weight: 400;\">, with the healthcare, industrial, and education sectors embracing the <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" data-internallinksmanager029f6b8e52c=\"4\" title=\"Technology\" target=\"_blank\" rel=\"noopener\">technology<\/a> wholeheartedly and rapidly.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To put it another way, <\/span><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/digital-strategy.ec.europa.eu\/en\/policies\/extended-reality\"><span style=\"font-weight: 400;\">professional sectors have found uses for XR in Europe<\/span><\/a><span style=\"font-weight: 400;\"> \u2014 while consumers are still waiting for a reason to adopt the technology. Despite this separation between the two markets, analysts are united in believing the continent\u2019s XR market is about to get bigger. Much bigger.<\/span><\/p>\n<p><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.statista.com\/statistics\/1121370\/european-augmented-virtual-reality-market-size\/\"><span style=\"font-weight: 400;\">According to Statista<\/span><\/a><span style=\"font-weight: 400;\">, the AR and VR market in Europe was worth $2.8 billion (\u20ac2.61 billion) in 2021. By 2025, this is expected to hit $20.9 billion (\u20ac19.4 billion), a 7.5x increase over four years.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This places consumer-focused European companies in the sector in a precarious situation. There\u2019s potential to make a lot of money, but no guarantee that the public will actually embrace the technology.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"An_Apple-sized_gamble\"><\/span><strong>An Apple-sized gamble<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">\u201cThe magnitude of the opportunity is enormous, but there\u2019s a real risk that the technology could just not take off,\u201d Leo Gebbie \u2014 Principal Analyst of Connected Devices at <\/span><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.ccsinsight.com\/\"><span style=\"font-weight: 400;\">CCS Insight<\/span><\/a><span style=\"font-weight: 400;\"> \u2014 tells TNW. \u201cWe\u2019ve seen Meta pour billions of dollars into VR and the metaverse in recent years, but the technology has failed to inspire the masses.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When I asked Gebbie why this is the case, he pointed to one major cause: \u201ca lack of killer apps.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The B2B XR market is growing because those tools have a clear use case, thinking training for surgeons or drivers. The thing is, that\u2019s not the market Apple is after. It wants to put headsets into the homes of the public at large and, with no clear use cases for the public, Apple is taking a gargantuan risk.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The question, then, is what impact this dice roll will have on European companies already working in the sector?<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"More_eyes_means_more_money\"><\/span><strong>More eyes means more money<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">There was one common response across all the companies TNW spoke with for this article: the release of Apple\u2019s AR\/VR headset will bring a lot of attention to the industry \u2014 and that will have financial implications for everyone.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cWe expect it to have a substantial impact on the XR space,\u201d Jerome Botbol \u2014 the Group Head of Immersive at <\/span><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/happyfinish.com\"><span style=\"font-weight: 400;\">Happy Finish<\/span><\/a><span style=\"font-weight: 400;\">, a creative production agency \u2014 says to TNW. When you consider Apple\u2019s track record, especially when it comes to products that \u201ccommand market share and drive adoption,\u201d the headset could be \u201ca major milestone for the industry.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is coming from a consumer perspective \u2014 precisely the market Apple\u2019s headset will be targeting \u2014 as, generally, Happy Finish creates immersive experiences for the public <\/span><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/happyfinish.com\/work\/\"><span style=\"font-weight: 400;\">on behalf of B2C clients<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But will it have the same impact on the B2B sector? Or will things be different?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I put this question to Jakob Way, the CEO of <\/span><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.gleechi.com\/\"><span style=\"font-weight: 400;\">Gleechi<\/span><\/a><span style=\"font-weight: 400;\">, a Stockholm-based development company making VR training software. So far, Gleechi has <\/span><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.crunchbase.com\/organization\/gleechi\/company_financials\"><span style=\"font-weight: 400;\">raised over $33 million (\u20ac30.78 million) in funding<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cThe launch of Apple\u2019s VR\/AR headset holds tremendous potential for our industry,\u201d Way says. \u201cApple has a history of disrupting markets, and their entry into the VR\/AR space could have a transformative effect.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Way continues, telling me that an Apple headset \u201ccould have a significant impact on the adoption and mainstream acceptance of [XR] technologies.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Apple creating a consumer-focused VR\/AR headset will pay dividends for the professional market too. In fact, it will be beneficial for the European industry as a whole, as it increases the knowledge and understanding of the technology across a wide spread of people.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Gebbie from CCS Insight confirms this though: \u201cThe VR industry would welcome an Apple entry into the market as it would im<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">media<\/a>tely drive interest and investment from all quarters.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In other words, Apple entering the XR market will deliver a lot more attention, which will turn on the money taps for European companies and startups in the sector, no matter whether they\u2019re consumer or B2B focused.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"An_antidote_for_developer_woes\"><\/span><strong>An antidote for developer woes<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">While attracting more eyes to XR in general will be a boon for the European industry, another interesting advantage of Apple\u2019s headset will be the reaction it\u2019s likely to inspire from developers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As Gebbie previously mentioned, one of the big issues impacting the progression of the consumer XR space in Europe is \u201ca lack of killer apps.\u201d One way this could be remedied is bringing more developers into the fold.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Max Kraynov \u2014 Group CEO of <\/span><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/fun.co\/\"><span style=\"font-weight: 400;\">FunCorp<\/span><\/a><span style=\"font-weight: 400;\">, an app development company \u2014 tells TNW that Apple entering the market could alter the talent balance in the industry. \u201cAnother major player providing a platform to develop on\u201d makes it \u201chighly likely\u201d that the industry will see \u201ca spike in VR software development, and talent procuring\/nurturing.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is something that Gebbie from CCS Insight also believes, saying that \u201cdevelopers who may have stayed away from VR so far due to the small size of the market are likely to show willingness to work with Apple given the potential for a headset from the company to sell in volume.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The swell in interest that Apple entering the market will cause may motivate European developers who previously didn\u2019t see the point in developing XR applications, or thought the sector was merely a flash-in-the-pan. But when the Cupertino giant gets involved, that\u2019s a signal to professionals everywhere that there may be a shift afoot.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"User_experience_A_helpful_baseline\"><\/span><strong>User experience: A helpful baseline<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Apple \u201chas a habit of redefining expectations around a technology and turning new ideas into smash hit products,\u201d Gebbie tells TNW.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As previously discussed, one of the things Apple is most famous for is taking pre-existing devices and giving people a reason to use them. Generally, it has achieved this by creative thinking, attention to user experience, and delightful form factors \u2014 a trio of points that the XR industry has historically struggled with.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cThe problem we\u2019ve had so far is that people put on a headset, and may have only experienced content that was created by enthusiasts, not professionals,\u201d Matt Littler, CEO and founder, <\/span><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/company\/ark-immersive\/\"><span style=\"font-weight: 400;\">ARK Immersive<\/span><\/a><span style=\"font-weight: 400;\">, a VR production house, says. \u201cThere [is] no governance, cinematic language, or real stringent base to build an experience from, which leaves people not wanting to do it again.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Apple excels at these factors. The company \u201ccreates compelling use cases that provide purposeful experiences,\u201d Littler says. \u201cImmersive optimisation is about to begin.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These factors \u2014 and particularly the focus on user-centric design \u2014 are key in encouraging consumers to overcome their distrust of extended reality.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Consider the advent of smartphones. At the beginning of the sector\u2019s journey, there were a myriad of different designs and user experience languages. Yet, with the iPhone, Apple effectively defined the way handsets should operate \u2014 many of these elements being adopted by other manufacturers along the way.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The hope for European XR developers and creators, then, is that Apple\u2019s headset provides a baseline user experience and design language. This may then not only draw the public towards XR as a whole \u2014 as the benefits of using it will be clearer \u2014 but also provide structure for those making software and content in the space on the continent, something that will benefit B2B applications too.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Will_it_be_all_rainbows_and_stardust\"><\/span><strong>Will it be all rainbows and stardust?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">While we\u2019ve seen that developers and creators of XR content in Europe are likely to benefit from Apple\u2019s headset, one element we haven\u2019t discussed are the businesses making competing hardware.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">On first inspection, one would assume Apple\u2019s entry would be negative, with the company usurping those companies\u2019 user bases and gobbling up market share. But is this the case? We put this to <\/span><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/varjo.com\/\"><span style=\"font-weight: 400;\">Varjo<\/span><\/a><span style=\"font-weight: 400;\">, a Finnish company making advanced VR headsets. To date, it has received <\/span><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.crunchbase.com\/organization\/varjo\/company_financials\"><span style=\"font-weight: 400;\">over $165.8 million<\/span><\/a><span style=\"font-weight: 400;\"> (\u20ac154.58 million) in funding over ten rounds.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cVarjo is the only company currently offering high-fidelity video passthrough technology, similar to what Apple is rumoured to be using,\u201d Timo Toikkanen, Varjo\u2019s CEO says. This, he tells TNW, is a validation of his work \u2014 and a technology that will be \u201c\u200b\u200bthe winning approach [to XR headsets] for a very long time.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Where Toikkanen is particularly positive though is in how Varjo\u2019s target audience differs from that of Apple\u2019s.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cInstead of trying to go after consumer applications that are untested and unproven, we\u2019ve built a whole market around advanced professional use cases,\u201d he says. \u201cToday, already 25% of Fortune 100 companies are using our products.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once again, the separation between consumer and professional XR rears its head.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If B2B-centric XR companies like Varjo are unworried about any negative impact Apple\u2019s headset might have on their own hardware, what about other companies making consumer-focused VR\/AR devices?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cApple would pose a direct threat to headset makers already in the market, such as Meta and Pico,\u201d Gebbie from CCS Insight says. This could somewhat explain why the former company <\/span><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.theverge.com\/2023\/6\/1\/23744576\/meta-quest-3-vr-headset-price-details\"><span style=\"font-weight: 400;\">unveiled its Meta Quest 3 headset<\/span><\/a><span style=\"font-weight: 400;\"> merely days before the rumoured announcement of Apple\u2019s device. It\u2019s trying to both remain relevant in the XR hardware discussion and ride the wave of publicity Apple is generating.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Despite this, Gebbie believes that the launch of Apple\u2019s headset could actually benefit businesses like Meta, saying that \u201cthis negative [threat] would likely be offset by a swell in interest in VR overall, which would likely help all companies to sell more devices.\u201d\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Final_thoughts_One_headset_to_rule_them_all\"><\/span><strong>Final thoughts: One headset to rule them all<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Whatever happens with the launch of Apple\u2019s headset, it\u2019ll be good for European XR companies \u2014in the short term, at least.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The interest and investment that Apple\u2019s legacy and reputation brings will drag the extended reality market into a previously unseen amount of light. Whether that\u2019s getting more consumer eyes on the market, encouraging developers to get involved, or providing a baseline for XR design language, Apple\u2019s entry will have a positive knock-on effect for any European company in the industry.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At first. Because if Apple\u2019s headset falls flat, the initial spike in attention will swiftly drop, and this failure will likely be seen as a sign that the whole consumer side of the XR industry is untenable. If Apple can\u2019t make a VR\/AR headset an attractive proposition for the public, who can?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Of course, there will remain a thriving B2B market for the technology, but this will hardly be unscathed by the potential failure of Apple\u2019s headset. The more money and interest that flows into a product category, the better and more efficient it will become. The reason laptops and phones are so advanced isn\u2019t because they\u2019re good for business, it\u2019s because everyone wants them \u2014 and the same goes for XR headsets.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Apple is on a precipice, one that will shape the fate of the whole European XR industry. But, as Littler from ARK Immersive puts it, \u201cIf anyone can simplify the process, improve UX and ultimately get your grandma in a VR headset, it\u2019s Apple.\u201d<\/span>\n                        <\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMLG0nwswvr63Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\">For forums sites go to <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/forum.buradabiliyorum.com\/\" target=\"_blank\" rel=\"noopener\">Forum.BuradaBiliyorum.Com<\/a><\/span><\/strong><\/p>\n<\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology category.<\/a><\/span><\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/thenextweb.com\/news\/apple-rumoured-mixed-reality-headset-miracle-european-xr-industry-needs\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Apple is a sector definer. While the company rarely creates entirely new products, its hardware ends up being the baseline other devices are measured by. You only need to look at how the iPod, iPhone, and iPad defined what people expect from MP3 players, phones, and tablets. Now, Apple is hoping it can repeat this&#8230;<\/p>\n","protected":false},"author":1,"featured_media":577061,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/img-cdn.tnwcdn.com\/image\/tnw-blurple?filter_last=1&fit=1280,640&url=https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2023\/06\/VRheadset-e1685704700923.jpg&signature=4297453f1d8b0788bad7cdd285299443","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-577060","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/577060","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=577060"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/577060\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/577061"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=577060"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=577060"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=577060"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}