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Apple has made a splash with the unveiling of its first mixed reality glasses, the Vision Pro, which fuse virtual reality and augmented reality in a single device. These glasses, which were announced at WWDC 2023, promise to transform the technology market and deliver an unparalleled immersive experience to users. 

The Vision Pro has two 3D curved microLED screens with 25 million pixels each, which allow observing the real environment and adding virtual elements in 360 degrees. In addition, they have 12 cameras, 5 LiDAR sensors, 6 microphones, a digital crown and an external battery that connects via a cable. They are priced at $3,499 and are expected to be available in the United States starting in 2024. 

These glasses run the new visionOS operating system, which has been designed from the ground up to take full advantage of mixed reality capabilities. With visionOS, users can access the same apps they have on their iOS, iPadOS and macOS devices, such as FaceTime, Apple TV, Apple Music or Keynote, and use them in a three-dimensional, customizable environment. They can also interact with the glasses using voice, gestures and Mac accessories such as the keyboard, mouse and trackpad.

What impact can this innovative product have on digital marketing? 

The reality is that Vision Pro opens up new possibilities for brands to communicate with their audiences and create lasting impact. By engaging more of the senses and making the customer the actor in the experience, mixed reality marketing campaigns can improve message recall, loyalty and conversion. 

4 usesThe following are some of the most common uses of Vision Pro in digital marketing:

1. Product presentation: Brands can showcase their products in a realistic and detailed way, allowing customers to see them from all angles, try them out and customize them. For example, a fashion brand could offer a virtual fashion show with its latest collections, a car brand could allow customers to drive its models in different scenarios, or a furniture brand could create an interactive catalog with its designs. 

2. Storytelling: Brands can tell stories that engage customers and convey their values, mission and vision. For example, a travel brand could create a virtual experience that transports customers to different destinations, a sports brand could recreate the atmosphere of a sporting event, or a food brand could show how its products are made.

3. Gamification: Brands can create games and challenges that entertain customers and offer rewards, such as discounts, coupons or sweepstakes. For example, a beverage brand could create a mixed reality game that invites customers to find its products in the real environment, a cosmetics brand could create a virtual makeup game, or an education brand could create a trivia game on different topics. 

4. Training and education: Brands can offer mixed reality courses and workshops that teach customers how to use their products, solve their doubts, or improve their skills. For example, a technology brand could offer a programming course with Vision Pro, a health brand could offer a first aid workshop, or an art brand could offer a virtual painting class. 

Therefore, Apple's Vision Pro is a product that can change the current technological paradigm and offer new opportunities for digital marketing. Brands that know how to take advantage of mixed reality will be able to create unique and memorable experiences for their customers, differentiate themselves from the competition and increase their profitability.