The social media juggernaut Meta, formerly known as Facebook, is setting out on a paradigm-shifting journey in the rapidly changing world of technology. While anticipation for Apple’s upcoming Vision Pro release fills the tech community, Meta is making headlines by dispelling myths and showcasing how useful VR is in the modern world.
Meta’s most recent advertising campaign, appropriately titled “The Impact Is Real,” is a strategic departure from the futuristic sci-fi representations of the metaverse.
Meta’s message is clear: VR is not just a distant dream; it’s an immediate, tangible, and highly useful technology. Scenes from the campaign showcase welders honing their skills with virtual metals, doctors performing surgeries on virtual eyeballs, and even soccer star Marcus Rashford using VR for rehabilitation. This campaign aims to broaden the audience’s understanding, signaling that the metaverse extends far beyond gaming and can be a vital tool for real-world applications.
Rob Sherman, Meta’s VP at Reality Labs, emphasized the need to reshape perceptions around VR. The company aims to pique the interest of software developers across various sectors who may not have considered the potential of VR and augmented reality (AR) outside the gaming realm. “This is a technology that exists now, it is not science fiction,” Sherman stated, underlining the importance of transparency in conveying Meta’s vision.
This is a technology that exists now, it is not science fiction. It is important for us to be transparent and help people see what our vision is, so they can anticipate it and participate
Rob Sherman, Meta’s VP at Reality Labs.
Meta’s efforts extend to convincing not just the general public but also business leaders, governments, and stakeholders that the metaverse’s possibilities are firmly grounded in the present. In the midst of this transformative campaign, a fierce competition for metaverse supremacy is brewing.
Apple, a tech behemoth renowned for its game-changing products, is poised to launch Vision Pro, its foray into the augmented and virtual reality scene. The anticipation surrounding Vision Pro is immense, and it sets the stage for a metaverse showdown between Meta and Apple.
Meta’s previous ventures, including the Horizon Worlds app and Quest headsets, faced lukewarm reception, despite substantial marketing efforts. In contrast, Apple’s Vision Pro has generated both excitement and skepticism even before its release. Apple’s VP of worldwide developer relations, Susan Prescott, highlighted the positive feedback from developers regarding the resources and support Apple has offered. Apple’s focus is not just on the quantity of apps available but on ensuring they work flawlessly, from immersive movie experiences to 3D memory reliving.
The divergence in marketing strategies between Meta and Apple is striking. While Apple seeks to attract developers and reignite interest in the metaverse, Meta’s campaign directly targets sectors that have yet to fully grasp VR’s potential, such as medical training and sports rehabilitation.
The metaverse’s future is undeniably a shared endeavor, with Meta and Apple vying to blur the lines between reality and the virtual. Meta’s rebranding from Facebook signifies its commitment to this vision, and Apple’s Vision Pro is expected to be a game-changer.
It’s crucial to remember that Meta has had difficulties, including substantial losses in its metaverse-focused activities. Reality Labs is still losing a ton of money. According to reports, Meta lost $3.9 billion during the first quarter of 2023, increasing from losses of $2.9 billion during the same period previous year. Despite this, the corporation is still committed to establishing itself in the metaverse.
On the other hand, a study published by CoinGecko reveals that popular metaverse properties have seen a depreciation in value recently. However, industry experts believe that Apple’s entry into the metaverse with its mixed-reality headset could reignite interest and potentially drive the market’s recovery.
As Apple’s new headset launch approaches, the metaverse’s trajectory hangs in the balance. Will Meta’s emphasis on the present-day applicability of VR or Apple’s innovation and commitment to quality be the driving force that shapes the metaverse of tomorrow? One thing is certain – the metaverse is no longer just science fiction; it’s a reality that these tech giants are determined to define.