Most people might think a VR startup’s biggest fear would be a massive multi-trillion-dollar global company entering their space and completely dominating it ...
But Konttori is also eager to see what quality devices can do in everyday life for consumer applications. “We have been focusing on very niche problems,” he says. “I can’t wait to see the mass volume devices tackling the generic problems of everyday lives.
” Which doesn’t mean taking over the job that phones do. Phones are instant-on — or never off — and good at immediate notifications, multi-tasking in multiple apps over a short period of time. They’re also perfect for supplying the next thing you need: a ticket for an event or flight, a notification about a calendar item, a tweet, or a search for a quick fact. Kontorri feels the same way about laptops, that they won’t be replaced by VR or mixed reality devices.“But really, very seldom have these advances in devices have replaced actually any of the previous devices. Like when we started having 2D Windows interfaces, it didn’t replace the text input interfaces either. And same thing when we started having 3D games, it didn’t stop having 2D games.” Ultimately, Kontorri feels that Apple’s device — likely called Reality Pro — will be successful, that the company will reveal an amazing device next week at its World Wide Developers Conference that redefines the state of the art for consumer VR/AR headsets. Even if so, however, it’s hard to see how with a rumored $3,000 price point it’s going to be able to achieve that, or if Meta’s just-announced $500 Quest 3 will hit the sweet spot.slumped 21% in 2022 to just under 9 million units. Meta leads with almost 80% market share, with the rest held by a number of much smaller competitors. IDC’s estimate for 2023 is 10.1 million units shipped, which they might need to revise upward as Meta and Apple are both releasing devices this summer, plus other competitors. "Sony's new PSVR2 and Apple's foray into the space will help drive additional volume while new devices from Meta and Pico expected towards the end of 2023 will build momentum for VR in 2024,” says Jitesh Ubrani, a research manager at IDC. “Meanwhile, on the AR front, consumer facing brands such as Xiaomi, Oppo, and TCL are all expected to drive consumer awareness for the category over the source of the next 6-18 months." By likely coming out at the extreme high-end of the consumer market, however, Apple might limit its opportunity for mass adoption. Which could mean that “success” or “failure” for the company’s Reality Pro mixed reality headset might be hard to distinguish.
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