Virtual reality is a thing that everyone has tried by now. At least we have all tested soaring through the sky on a thrilling roller coaster in a headset. No surprise Apple's recent virtual and augmented reality debut has provoked curiosity and apprehension. Since the top five companies, such as Alphabet, Microsoft, Samsung, and Meta, from the Forbes "The World's Largest Tech Companies" 2023, are also in the race with VR/AR innovations, let’s look how different domains and concepts get changed thanks to tech advances.
Apple Vision Pro launch and buzz around
Apple Vision Pro is a mixed-reality headset developed by Apple Inc. It was announced on June 5, 2023, at its 2023 Worldwide Developers Conference (WWDC) and is set to be available for purchase in early 2024 in the United States. It is Apple's first significant product introduction since the Apple Watch 2015.
The headset is a standalone device that runs visionOS, a derivative of iOS designed for extended reality software. So, what is Vision Pro's promise for now?
In Vision Pro, you can do incredible things with your eyes and fingers. You can select items and make them move just by gazing at them. You don't need to make big gestures or move your hand close to the screen. The upgraded cameras and powerful R1 chip inside Vision Pro make it possible to recognize even subtle finger movements from a distance. Shortly it's like stepping into a world of magic where your hands and eyes have special abilities.
Nevertheless, it was not greeted with cheers only. Despite all the pros, it remains to be a headset. It's unclear if anybody enjoys putting that type of device on their face. The new gadget was criticized for being “another pair of nerd goggles," and its ski-goggle shape made it a perfect target for meme makers.
Many people naturally compared Vision Pro to Meta’s Quest Pro virtual reality headset, which currently dominates the market of standalone devices. Most have given praise to the newbie. Insider's Nicholas Carlson described it as "less like a giant plastic PC strapped to your face and more like the nicest ski goggles at a resort." Mark Zuckerberg, Meta’s CEO, says Apple’s launch doesn't bring 'any breakthroughs,' which is true in many ways as spatial computing has been researched for a long time.
Virtual reality as a booming technology
The Sword of Damocles: Early head-mounted display created by Ivan Sutherland, 1968.
Spatial computing, which allows using physical actions (head and body movements, gestures, speech) as commands for interactive digital media systems, has already enriched the concepts of many products and services. The term was first officially defined by Simon Greenwold in 2003, and it has already been employed in education, entertainment, healthcare, and many other domains.
Virtual reality has been widely used to immerse us in movies, concerts, and games, enabling exciting adventures like playing Pokémon Go or enjoying movies with additional details.
Communication is likely to be transformed in the nearest future as well. This technology adds a sense of social presence through features like eye tracking to show gaze direction and avatars that can express emotions. It also promises to enhance work efficiency and collaboration. Users can access multiple virtual windows, facilitating multitasking while collaborating seamlessly with others regardless of physical location.
Spatial computing has many benefits, but some risks are associated with it. They are:
Privacy as it relies on collecting data about the user’s environment and movements, which can be used to track their behavior and preferences.
Security as devices connected to the internet can be a target of cyber-attacks.
Risk of addiction as spatial computing can be very immersive and engaging, leading to people spending too much time using it.
Still, the market is calculated to grow at a CAGR of 18% over 2022 - 2032. Let's look at what concepts will greatly profit from this game-changing tech in the nearest future.
Retail and E-commerce become more desirable.
Spatial computing can enhance customer experience and satisfaction in online and offline shopping. For example, augmented reality can be used to try on clothes, furniture, or makeup before buying them.
IKEA has introduced The Place App, a powerful tool that brings augmented reality to shopping. With a simple smartphone camera, shoppers can use this app to place virtual furniture items in their homes, giving them an accurate visual representation of how the pieces will look in their specific setting.
Screenshot from Appstore
Customers can use Modiface, incorporated by Loreal, on Amazon to try on different makeup products virtually before buying them. Modiface is a technology that uses artificial intelligence and augmented reality to create realistic simulations of how makeup products would look on the customer’s face.
Screenshot from Modiface.com
In BMW showrooms, customers can use their tablets or phones to customize cars with various colors and styles, gaining a better understanding of their options. Alternatively, they can wear virtual reality (VR) goggles and immerse themselves in a simulated driving experience, helping them make the ideal choice for their new vehicle.
Companies like ASOS utilize virtual try-on technology to offer augmented-reality fashion experiences. By mapping AR clothing items onto models with diverse shapes and sizes, consumers can visualize how garments would look on similar bodies. Yael Vizel, CEO at Zeekit, said: "Together with ASOS, we have a shared mission to make online fashion as personalized and easy-to-use as possible for customers. With our patented, artificial intelligence-based AR technology powering See My Fit, we can connect the dots between what you see when shopping and what you receive at home, giving customers more confidence in purchasing the products they love." Google has launched a very similar AI tool.
Screenshot from Asos
Taking this concept further, brands like 1822 Denim have introduced innovative solutions like YourFit by 3DLOOK, enabling customers to view their inclusive denim products on virtual models created specifically for them. Through a simple smartphone camera scan, shoppers can receive personalized recommendations on the best-fitting size, providing an authentic dressing room experience in the online shopping realm.
If we sharpen our creative wit, it’s easy to imagine the virtual try-on experience with no need to hustle in the dressing room, virtual assistants, or in-store virtual recommendations based on your preference. Or by simply pointing your smartphone or wearing AR glasses, you can access detailed information, customer reviews, and interactive demonstrations for any product.
Driving and navigation get automated and precise.
Spatial computing has long been used in GPS as it can provide accurate and real-time directions, traffic information, and hazard alerts.
For example, ride-sharing apps like Uber and Lyft use GPS and other sensors to locate drivers and passengers, calculate fares, and optimize routes. Pickup location, drop-off location, driver location, and passenger location markers are all augmented reality elements empowered by spatial computing.
Amazon is about to launch a Prime Air drone delivery service to fly and deliver packages.
Self-driving cars and vehicles are the wonders yet to come to the masses. Tesla, Google, Form, and other tech giants are trying to ride the wave of autonomous vehicles.
Amazon is about to launch a Prime Air drone delivery service to fly and deliver packages.
Screenshot from Tesla.com
If you employ your creative thinking, you can easily imagine flying cars like those from the 5th element with holographic displays that show maps and alert you to traffic. Or imagine a self-driving vehicle that transforms into a mini-movie theater, projecting films on its windows using augmented reality. It might seem funny for now, but touch screens also seemed strange in 2007 when introduced by Apple.
The Internet of Things goes live.
Spatial computing can be used in the Internet of Things (IoT) to create smart spaces that can be controlled remotely. For example, a smart home can use spatial computing to maintain the house's temperature, lighting, security, etc.
Photo from Freepik.com
Some famous companies using spatial computing in IoT include Microsoft, Amazon, and Google. Amazon has developed an AWS IoT SiteWise platform that uses spatial computing to monitor and manage industrial equipment. Microsoft has developed a platform called Azure Digital Twins that uses spatial computing to create digital replicas of physical spaces. Here is what 3D twins of properties may look like.
Screenshot from Microsoft.com
Apple's 2021 launch of Air Tags, which work as location marks for Apple devices, was met warmly for using U1 chips that showed much better results than GPS and Bluetooth. Their latest iPads have advanced sensors with depth-sensing capabilities, allowing them to track the position of people in virtual reality and augmented reality environments. This technology is crucial for creating immersive experiences and making the digital world feel more realistic.
Screenshot from Apple.com
It's easy to imagine a world where your mirror may become a virtual fashion consultant, suggesting outfits and showing you how they would look on you. Or your fridge may use augmented reality to display an inventory of its contents and offer recipes based on available ingredients. Creativity and spatial computing will create a world where our environment becomes more intuitive, interactive, and personalized, designing a truly interconnected and magical experience.
Education and training get interactive.
Spatial computing can create immersive and interactive learning environments that enhance student or worker engagement and understanding. Virtual reality can be used to explore different sites, learn new languages, or train personnel.
Stat from PWC 2022.
Virtual globes like Google Earth and NASA World Wind are already used to teach geography, astronomy, and other subjects. Students can make a virtual journey to Wini Seamount near Hawaii, the landscapes of Mars and the Moon, or the Sloan Digital Sky Survey. But the future can be even more impressive. In one of the stories in "AI 2041: Ten Visions for Our Future" by Kai-Fu Lee, twin boys are mentored by AI avatar teachers who can provide personalized education tailored to their individual needs and learning styles. The AI teachers can monitor the boys' progress and adjust their teaching methods accordingly, allowing them to learn at their own pace and fulfill their real potential.
The approaches to medical training are reimagined as well. AR/VR tools allow healthcare providers to experience simulated medical scenarios and get prepared for complex procedures in a safe, immersive environment.
Walmart has been using virtual reality (VR) applications to train and evaluate its employees' skills since 2017. Their apps use 360° videos taken inside their stores and create interactive experiences that test the employees' ability to handle difficult situations with customers. Using VR, managers can observe how employees deal with challenging customers without real-life conflicts or drama.
Screenshot from Walmart.com
Porsche developed a VR training experience to teach their employees about electric vehicles. Users explore an exhibit with a narrator's guidance, encountering displays with animated electrical components and interactive quizzes. This interactive approach enhances learning and makes the training more effective.
Screenshot from Porshe.com
The potential of spatial computing to revolutionize training is evident. The PwC 2022 US Metaverse Survey estimated that 48% of companies plan to integrate VR into training strategies to upskill their workers more effectively.
To Sum It Up
As 5G connectivity and hardware advancements evolve, spatial computing is poised to expand further, becoming increasingly integrated with many concepts. However, to unlock its full potential and inspire future innovations, creators, and developers must embrace their creativity, pushing the boundaries of what is possible and envisioning new ways to enhance human experiences in the digital realm.
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