Spotlight: Apple Vision Pro

Let’s be honest: few companies can claim a near-perfect track record of innovation and market impact, and Apple definitely makes that shortlist.

It's hard to bet against a company that's consistently been at the forefront of tech revolutions. And now, with their latest venture into spatial computing with the Apple Vision Pro, they're setting the bar high yet again.

When a giant like Apple makes a move, more than a new product launch, I tend to see it as a statement about where technology is headed. The introduction of Apple Vision Pro represents a significant investment in the future of spatial computing. It’s Apple's way of saying, “This is where the world is moving, and we're leading the charge”.

But let's not get carried away by the hype. What stands out about Apple's approach is their commitment to creating a user interface that's revolutionary yet intuitive (“intuitive” is something that Web3 currently lacks, to be honest).

Imagine controlling your digital world with just your eyes, hands, and voice. The focus here is not on “how many cores” or “32 or 64 GB?”, but rather on redefining our interaction with technology.

The visionOS, the powerhouse behind the Vision Pro, is where the magic happens. It delivers a three-dimensional interface that's controlled entirely by natural and intuitive inputs.

The application scope of Vision Pro is vast - from transforming the workspace into an infinite canvas for productivity to offering an immersive entertainment experience that rivals a 4K TV. In summary, it's a platform that expands the boundaries of our digital interactions.

Apple's move into spatial computing with Vision Pro is a clear signal: the era of spatial computing is already here. As Apple dives into this (not so) new realm, it's an exciting indicator of its transformative potential, not just for tech enthusiasts but for everyday users as well.

Spatial Computing, but beyond the hype.

In edition #13 we talked about “AI & Blockchain”, and back then I said this:

“If Web3 is the next evolution of the Web, then we will need a "stack of technology" to develop it. In the context of this specific topic, it implies that AI is just another layer, another tool in our expansive Web3 toolbox.

Think about the traditional internet landscape: PCs, mobile browsers, apps, websites, internet providers. They're not in a battle royale; they're more like teammates, each bringing a unique play to the game, catering to diverse needs, and unlocking different opportunities.

Just as NFTs, Metaverse, DeFi, AR, VR, Haptics, Blockchain, and others have their distinct roles in shaping Web3, AI brings its own flavor to the table”.

The same goes for Spatial Computing: it’s not here to “win”, or to destroy other tech. Instead, it’s another layer in this "stack of technology".

So it’s not about Blockchain versus AI versus Spatial Computing versus NFTs. What we have here is one more amazing concept to help us - eventually - eliminate the boundary between digital content and the real world.

And like any “new shiny thing”…

It’s not that complicated. Trust me.

“Zero-Knowledge Proof, DeFi, RWAs Tokenization, and now this?”

I know, I know… “Spatial computing” might sound like a concept straight out of a futuristic novel, but in reality, it's a straightforward idea with widespread applications.

At its core, spatial computing is about using the space around us as an interactive medium to engage with technology. It's a bridge that seamlessly blends technology into our world, enhancing how we interact with our surroundings and digital content.

“Ok… Sooooo? 🤨”

Another way to describe Spatial Computing is by saying that it's a type of computing where people interact with machines in a way that involves real objects and spaces.

And there are different ways for these interactions to happen. Let’s dive deeper.

VR? ... and AR? ... and MR?

You have probably heard some of these names before, right? Perhaps even played a VR game, or maybe read an article about AR.

The thing is: Spatial computing encompasses a variety of technologies, each playing a unique role. So let's break down these terms - this will help us better understand what we are dealing with:

Virtual Reality (VR): VR represents the fully immersive end of the spectrum.

Here, the real world is replaced by a digital environment that engages our senses to create a completely new experience.

VR plays with our perceptions, inducing genuine emotional responses even when we know it’s a simulated reality. This is because VR taps into our sensory inputs, especially visual and auditory, to construct a reality.

For users, VR is a deep dive into a digital universe, offering an escape from the physical world into realms of boundless imagination. A good example is found in educational experiences:

Augmented Reality (AR): Think of AR as the technology that brings a digital twist to our real world.

Here, we are talking about overlaying digital elements onto our physical surroundings, like adding a layer of virtual information onto what we naturally see.

Imagine a city walk into a historical journey with information popping up on buildings. AR enhances our reality, making it richer and more interactive.

An interesting application: There is a company projecting vein maps onto patients' skin for easier injections. For UX designers and tech enthusiasts, AR offers a unique opportunity to step beyond the traditional screen and create experiences that meld the digital with the physical, bringing a whole new dimension to user interaction.

Mixed Reality (MR): MR sits in the sweet spot between the physical and the virtual. More than just seeing digital objects in the real world, we are talking about interacting with them.

MR takes inputs from the environment and allows for real-time interaction between physical and digital elements.

It differs from AR, where the digital doesn’t interact with the physical, and from VR, which completely replaces the real world.

MR experiences like those demonstrated by Microsoft HoloLens showcase this blend, where digital and physical worlds coexist and engage with each other.

Here’s a good summary of these 3 branches of Spatial Computing:

Let’s talk numbers:
Market size and predictions

I opened this edition saying that “It's hard to bet against a company that's consistently been at the forefront of tech revolutions”.

And as much as we love new tech and all the possibilities it brings, we must be real: at the end of the day, professionals and companies want to know the numbers behind it.

From the current USD ~110-120 Billion, the Spatial Computing market is predicted to reach around USD 620.2 billion by 2032. So yes, it’s a big market, but with A LOT of room for growth.

When we zoom into different regions, we can see that North America is leading the charge with over 30% market share (2022). Meanwhile, Asia Pacific is racing forward with an anticipated CAGR of around 22.0% from 2023 to 2030. This surge is driven by a massive adoption of smart devices and an ever-growing thirst for advanced digital technologies.

Now, imagine the potential in other regions, such as Latin America, Europe, or Africa.

So yes, my friends, we are still early, which means we have a HUGE opportunity to get a head start when it comes to creating solutions for this new era.

Building the future:
Opportunities for companies and professionals

Speaking of “being early”, the Spatial Computing environment is a fertile ground for diverse professionals and companies, offering a range of opportunities (and challenges) - especially for the ones that are ready to embrace Web3.

Luckily (for me at least 😄), it's not just a playground for the tech-savvy; it offers a new playground for UX designers, business strategists, educators, and many other specializations.

I prepared a list of areas you can explore and, hopefully, build solutions and businesses (there are obviously MANY other fields to explore):

Tech Innovators: the magic behind the curtain (or the goggles)

Spatial Computing is a goldmine for tech professionals. After all, someone has to develop, program, and eventually fix these augmented/virtual realities we’ll be exploring, right?

This field demands skills in software development, AR/VR engineering, and IoT integration.

From transforming healthcare with holographic anatomic models to enhancing manufacturing with immersive troubleshooting, and even creating entire 3D digital twins of cities. The potential for tech innovators is boundless, limited only by the imagination.

Healthcare: A revolution in care, training, and therapy

Imagine a world where surgeons perform intricate operations with the help of augmented reality or where medical students learn complex procedures in risk-free, virtual environments (No, I’m not saying this will/should replace “hands-on” learning). Spatial Computing has many applications when it comes to healthcare:

Advanced medical training

Medical students and seasoned surgeons can get into VR and AR simulations, practicing surgeries and medical procedures without stepping foot in an operating room.

There are companies, offering interactive AR surgical simulations that take learning to a whole new level. This immersive tech is revolutionizing medical education.

Enhanced patient care

Surgeons are using AR to project vital information, like the labyrinth of blood vessels, directly onto the patient's body. This real-time guidance is like having GPS for surgeries, enhancing precision and potentially boosting patient outcomes.

Rehabilitation and Therapy

Picture patients engaging in interactive, virtual worlds as part of their physical therapy. These customizable VR environments can aid in faster recoveries, while also making the journey more enjoyable and less daunting.

Redefining Manufacturing and Maintenance

What about technicians using AR glasses for real-time, hands-free guidance, drastically reducing errors and increasing efficiency?

Or remote collaboration between engineers located in different countries? Spatial Computing in these areas could lead to a complete overhaul of traditional workflows, ushering in a new era of efficiency and precision.

We talked more about this in edition #4 (as you can see, it’s far from being something “new”).

Virtual Retail Experiences

Imagine virtual stores where customers try on outfits in digital fitting rooms or interact with products in a 3D space.

Spatial computing can transform online shopping into an immersive journey, enhancing customer engagement and redefining retail marketing strategies.

(Check #11 - and there is also some cool content in #12)

UX Designers: sculpting user-centric virtual worlds

UX designers are tasked with creating user experiences that are intuitive, engaging, and seamless.

This involves designing interfaces for VR and AR applications, where the challenge lies in ensuring that interactions feel natural and immersive. UX designers must consider how users navigate, interact, and experience spatial environments, making every interaction a blend of art and technology.

Enhancing User Interaction

Designing for spatial computing means thinking beyond screens to how users interact with 3D spaces. UX designers must consider elements like spatial awareness, gesture controls, and voice commands to create user-friendly and immersive experiences.

Business strategists: navigating new horizons

Business strategists have the unique opportunity to explore new business models and revenue streams in Spatial Computing.

This technology presents exciting possibilities for innovation in product development, customer service, team training, and business operations.

Strategists must stay ahead of trends, understanding the potential of Spatial Computing to guide their organizations toward groundbreaking initiatives.

Leveraging Spatial Data for Business Insights

Due to its immersive, interactive nature, this tech generates rich data that can provide deep insights into consumer behavior and operational efficiencies.

Business strategists can harness this data to make informed decisions, identify new market opportunities, and create strategies that leverage the unique capabilities of spatial technologies.

Educators and Trainers: revolutionizing learning and development

In education and training, spatial computing can transform traditional teaching methods.

It offers interactive, immersive learning experiences that can make education more engaging and effective. From virtual field trips to hands-on simulations, this technology can revolutionize how we teach and learn.

Interactive Learning Environments

It is possible to create interactive learning environments where students can engage with educational content in a more meaningful way. Whether it's exploring historical sites in VR or conducting virtual science experiments, this technology can make learning more dynamic and impactful.

In conclusion, Spatial Computing is a multidisciplinary revolution. Whether you're developing the next big AR app, crafting an immersive marketing campaign, strategizing your business's foray into VR, or reimagining the educational landscape, the possibilities are vast.

Notice that “gaming” was not mentioned. Yes, we’ll certainly talk about this in the near future, but for now, I wanted to show that we can go MUCH further than “just gaming” when it comes to AR, VR, or anything under the Spatial Computing “umbrella”

(Gaming is MASSIVE, I know - but the point is to show more possibilities beyond the most famous one)

Spatial Computing & Brands:
A new canvas for creative minds

In the previous segment, I listed different areas and professionals that can benefit from Spatial Computing experiences.

On purpose, I didn’t mention “Marketing” or “Branding”, as I wanted to expand on those here.

My fellow marketers: time to create Immersive Brand Stories

Spatial Computing opens up a world of immersive storytelling possibilities. We are talking about creating campaigns where customers don't just view a product – they experience it.

Marketers can leverage AR and VR to create interactive, memorable campaigns that deepen brand engagement and transform the consumer experience. The key lies in crafting narratives that seamlessly integrate with spatial technologies, making brand interactions more engaging and impactful.

(I invite you to explore more about this in our edition #11)

As we saw in the “numbers” section, we're talking about a market projected to hit a colossal $620.2 billion by 2032. And it’s easy to predict that brands won’t want to miss this new arena.

So far, we have covered many situations for people to experiment with Spatial Computing. And, like it or not, anywhere that brings people’s attention will become a space for brands and advertisers to act - and thanks to an always-evolving tech, we can expect hyper-personalized ads that leverage these new technologies in creative ways.

With today's smartphones packing augmented reality, and all sorts of cool tech, it's easier than ever to dive into these new experiences.

Brands are already leveraging these capabilities on platforms like TikTok, Snapchat, and Instagram, creating AR effects and lenses that immerse users in their world.

Remember, we are talking about creating experiences that resonate at every stage of the customer journey. From virtual try-ons to exclusive content, these innovations are powerful tools driving engagement and conversions.

Want to see a great example?

L’Oréal's Virtual Makeup Try-On uses AR to let customers try on makeup virtually. This provides a personalized shopping experience, allowing customers to experiment with different products and shades without physically applying them.

Looking ahead, the potential of Spatial Computing in advertising is limitless - or if want, limited only by our imagination.

For brands, the benefits are substantial: In the short term, it's about creating unique, interactive experiences that have a real impact on consumers, leading to increased engagement, personalization, and a deeper connection.

Looking to the future, by understanding how consumers interact with virtual environments, brands can tailor their offerings in both the real and virtual worlds, meeting customer needs more effectively.

In conclusion, Spatial Computing is already presenting new avenues for marketers to work with and for brands that want to stay on the edge of innovation.

The section above covered many ways to leverage/profit from Spatial Computing.

However, you may need help turning your ideas into an actual business/product. Or, if you already have a business, you are looking for a partner to transition into Web3.

Perhaps, you are reading this and feeling kinda “lost” in the Wild West of Web3.

Good news! Soon enough I’ll share more about what I have been building for the last year, and this might be the answer you are looking for to become a leader in the next internet evolution, AKA Web3.

You heard here first, now it's time!
The SmartLayer AIRDROP is happening

Not really related to Spatial Computing, but didn’t want to leave this one out of this edition.

Back in August 2023, I dedicated part of our edition #3 to talk about Smart Token Labs’ Smart Layer.

5 months ago, this was the scenario: “Within the first 21 days since the launch of SmartLayer, over 500K passes were created. Additionally, 165k people joined their Discord, and 185k followed them on Twitter”.

Well, today, over 400k people follow STL on Twitter. But more than that, nearly 1 million (!!) passes/wallets are active.

Months later, I posted this on LinkedIn:

If you followed my (several 😄) “ENOUGH TALK, GRAB YOU PASS NOW!” messages, you may be eligible for the upcoming airdrop - AKA free tokens.

In case you haven’t, click here (yes, it’s a referral link) and grab yours.

But more important than that, I truly recommend you start exploring what solutions like STL’s Smart Layer can offer. As a marketer and/or business owner, this might be an eye-opener for many opportunities.

I invite you to check #18 for a more detailed idea of how this gamified approach can help with customer acquisition and retention.

And there you have it: you can tokenize users’ interactions, reward them, and build a bigger, better community, all while developing a game-changing business model.

After all, few things are more “Real-world” than the people interacting with a product/platform.

AGENDA:
LINKEDIN LIVE → “How to build communities in 2024?”

On January 24th, I'll have the pleasure of sharing the “stage” with some of the biggest brains when it comes to Web3 content.

We’ll be talking about some of my favorite topics, including:

- Creating thriving communities from scratch;
- Understanding how to retain members;
- Exploring the major trends that will shape 2024.

📅 When: January 24th at 4PM CET

📍 Where: Linkedin Live

See you next week.

#LFGrow
Diego Borgo