苹果 Vision Pro 中国预售，混合现实将迎来哪些机遇与挑战- 大数跨境

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2024-06-28

导读：Apple Vision Pro China Pre-Sale: Opportunities and Challenges for Mixed Reality

2024 年 6 月 28 日今日起，苹果公司的新款混合现实眼镜 Apple Vision Pro 也可以在美国以外的地区订购了。在过去的几个月里，我们已经对这款眼镜进行了测试，来了解它与其他眼镜的不同之处，以及这项技术在未来会有哪些应用。

以下是我们注意到的一些情况。

图片来源：苹果中国官方网站

Starting today (June 28th, 2024), Apple's new mixed reality headset, the Apple Vision Pro, can also be ordered outside the USA. Over the past few months, we have already tested the headset to find out how it stands out from others and what use cases this technology offers in the future.

Here is what we have noticed:

MR 虚拟现实混合头显

Mixed Reality headset

大多数人可能会将 Apple Vision Pro 与 Meta Quest 或 HTC Vive 等其他流行的 VR（虚拟现实）头显相比较。但苹果 Vision Pro 与其他产品的区别在于，它是一款 MR（混合现实）头显，能够将现实世界的环境与虚拟世界相结合，而且还可以通过调整半透明度来有选择性地完全进入虚拟世界。

有趣的是，Apple Vision Pro 并不是透明的。它拥有黑色前护罩，这让它看起来更像是滑雪护目镜。Apple Vision Pro 同时配备了向内和向外的摄像头和传感器，可实现多种功能，如跟踪用户的视线、手部动作、所处位置、附近是否有人等。

这种交互方式的效果几乎可以以假乱真，让人身临其境，用眼睛和手来浏览界面。

另一个关键点是数字内容与真实环境的无缝融合。想象一下，当你站在办公桌前时，一只数字蝴蝶落在你伸出的手上。效果简直让人惊叹，是不是？

Most people may compare the Apple Vision Pro to other popular VR (Virtual Reality) headsets, such as Meta Quest or HTC Vive. However, the AVP is a MR (Mixed Reality) headset, meaning it combines its real-world environment with the virtual world, but also allows you to selectively go fully virtual by adjusting the translucency.

Interestingly, the Apple Vision Pro is not transparent. Instead, its black front shield, giving it the look of ski goggles, is equipped with inward and outward facing cameras and sensors that enable a wide range of functions, such as tracking where a user is looking, what they are doing with their hands, where they are, if anyone is nearby, and more.

The effect is an almost immediately intuitive and highly immersive way of interacting, where you can use your eyes and hands to navigate through an interface.

Another key point is the seamless merging of digital content with a real environment. Imagine a digital butterfly landing on your outstretched hand while you are standing at your desk. Simply breathtaking.

苹果 Vision Pro 的未来应用

Apple Vision Pro future applications

与其他眼镜相比，Apple Vision Pro 感觉更舒适、更轻便，而且透视视觉使体验不那么让人抵触，因为用户不会完全沉浸在虚拟空间中，但仍能感知周围环境。

问题的关键在于怎样才能通过有意义的方式使用这项技术。

作为个人用户，当然可以随心所欲。如果不介意长时间佩戴这种设备所带来的不适，你甚至可以用苹果 Vision Pro 看 Netflix 网剧。当然，它价格不菲，价值约为 3500 美元。

在专业领域，医疗成像、虚拟协作或室内设计等应用领域，苹果 Vision Pro 无疑充满潜力。我们已经开始与客户探讨使用案例，客户们对于使用 Apple Vision Pro 创造品牌体验非常感兴趣。

使用设备有一条基本规则：时间充裕。不论戴耳机、调整或者学习如何使用都需要一定的时间。所以一个安静、隐蔽的环境要比车展繁忙的展台要好，避开公共区域轮流等候带来的压力。

谈到互动内容，大家都觉得可能性无限，但这也正是问题所在。许多品牌都很谨慎，一开始只是将现有的应用程序转移到苹果 Vision Pro 上，但这样做事实上无法为客户创造实质性的新内容。

为苹果 Vision Pro 开发原生内容需要同时考虑真实和虚拟视觉，还要实现轻松的眼部和手部交互，并处理身临其境的 3D 内容。苹果 Vision Pro 为身临其境的叙事提供了完美的舞台。通过打破 “第四堵墙”，用户可以与连接现实和虚拟世界的内容进行交互。

例如可以将产品的选择和个性化嵌入到电影片段中。比如在真人大小的虚拟环境的中，客户可以看到汽车以类似广告片的形式驶过不同的风景，在其中还可以对汽车进行配置。

尽管目前 Vision Pro 应用商店所能提供的产品还很少，但相信很快就会有更多应用的出现来充分挖掘这项技术的潜力。

Compared to other headsets, the AVP feels more comfortable and lighter, and the see-through vision makes the experience less intimidating, as the user is not completely absorbed in the virtual space but can still perceive their surroundings.

The key question is on how this technology can be used in a meaningful way.

Sure, as a private user, you can watch your Netflix with a Vision Pro if you do not mind the discomfort of wearing such a device for a longer time. And the hefty price tag of around 3,500 USD.

In the professional sector, there are obvious fields of application such as medical imaging, virtual collaboration, or interior design in general.

We have started to explore use cases with our customers, who are interested in creating brand experiences with the Apple Vision Pro.

One basic rule applies to the scenario: it takes time to put on the headset, adjust it, and learn how to use it. A quiet, secluded environment is better than, for example, a busy booth at the auto show where others are waiting their turn.

When it comes to interactive content, the possibilities seem endless and that is where the problem lies. Many brands are cautious and start by porting existing apps over to Vision Pro, which means you are not offering your customers anything new.

Developing native content for Vision Pro means considering both real and virtual vision, enabling effortless eye and hand interaction, and working with immersive 3D content.

The AVP provides the perfect playing field for immersive storytelling. By breaking the fourth wall, users can interact with content that bridges the real and virtual worlds.

For example, the selection and personalization of a product can be embedded in cinematic sequences, such as a life-sized virtual environment where a customer configures a car before seeing it drive through different landscapes in a commercial-like film format.

While the Vision Pro App Store offering is still sparse, we will see more inspiring use cases to exploit the full potential of the technology coming soon.