Speculators and tech geeks have been swooning in recent months over virtual and augmented reality becoming the next big thing. From the impending release of the Oculus Rift, to Google giving its Google Cardboard away for free, virtual reality has a bigger presence in the tech world than it did in the past.
Microsoft is working on its Hololens augmented reality kit. Google announced that they’re working on a virtual reality kit that won’t rely on a smartphone or desktop. Google also had its fling with its augmented reality enabled Google Glass. Facebook owned Oculus and companies like HTC are planning on releasing their virtual reality kits within the year.
But there is one company that has yet to announce its plans on virtual reality. Apple has yet to embrace the technology, which has some tech pundits wondering if they’ll have an impact on it soon.
But Apple doesn’t need to support virtual reality or create a virtual reality kit to stay relevant.
On the mobile side, Apple’s dominance with iOS means that developers created virtual and augmented reality solutions for them. In a twist of fate, the biggest pusher of virtual reality on iOS is Google.
Google Cardboard kits are iOS compatible. And some of them come with adaptors to fit the smaller iPhone 4 and 5 series. Developers are coding virtual reality mobile experiences with iOS as well as Android in mind.
And Apple doesn’t need to invest in its own kit on the desktop side just yet. Gaming dominates virtual reality for desktops. Although games exist for OS X, Windows is by far the most supported platform for desktop game developers. Oculus made this apparent when they announced that they would focus on Windows development first, returning to OS X and Linux development when they felt it was right.
But this doesn’t mean that Apple never will craft a virtual reality device of their own. Apple is notorious for trying to get the details right on their devices for their market. And their market is dominated by users that want a simpler experience, and for Apple devices to carry a bit of prestige to it.
Look at the Apple Watch. Apple wasn’t the first by a long shot to invent the smart watch. And critics said their smart watch implementation was mediocre at best.
But when Apple partners with luxury brands like French leather manufacturer Hermes, it sends a signal to their current customer base that this is a piece of technology that they’ll want. It’ll exist as an extension of their users’ aesthetic choices, rather than as a device first.
Although Apple Watch sales haven’t gone gangbusters compared to their iPhones, they outperformed equivalent devices from other manufacturers. Despite the lukewarm reception, Apple did something right.
And Apple already has sent out feelers suggesting that they’re getting ready to enter the virtual reality market at their own pace. They’ve hired key personnel that have worked on virtual reality in the past, and have submitted patent schemes for a potential kit.
But virtual reality is not part of Apple’s long term survival. For a company like Microsoft, they need to work on it because enterprise users and hardcore gamers make up a significant part of their base. They tend to be the type of people attracted to virtual reality, whether it is for creative and collaborative tools, or for a more immersive experience.
And it makes sense for Google to get involved in virtual reality, since their revenue is reliant on advertising. If virtual reality were to become popular, that could be an additional way for Google to collect money. Plus Google likes to experiment with niche technologies.
But there is not a lot of incentive for Apple to just make a virtual reality kit. It’s not like their technology outright stops the use of virtual and augmented reality from third parties. And iOS and OS X users are not a huge target market for virtual reality.
Until something revolutionary comes along, virtual reality in the short run will be a curiosity best left for the niche markets, and a gimmick on the mobile side. And those are perfect reasons why Apple won’t dive into a potential tech trend head first.