June is Christmas for Apple fans, as the company has held its World Developers Conference (WWDC) in California since 1983, where it presents software, hardware and new products.
But this year has been different. 2023 is the year in which Tim Cook has presented a product that reflects great research and development: the Apple Vision Pro.
The Vision Pro is a mixed reality headset, meaning wearers can see apps in the spaces that actually surround them, and can use their eyes, hands, and voice to navigate through them.
The metaverse is gaining momentum, and the mix of the virtual and the physical is becoming more and more involved in our lives, including fashion. The idea of using augmented reality and mixed reality to buy new clothes is tempting, but it is still up in the air to know how tangible it is for companies.
Jinder Kang, an innovation consultant at Netguru, wrote that according to Deloitte reports, around 71% of shoppers said they would likely shop more frequently using augmented reality apps, while 40% said they would pay more if they could try on products using the same technology. This means that users would be able to see and try on more products without leaving their homes.
There are brands that have already implemented this technology; from H&M: Get dressed in the Metaverse and Adidas: Highlighting sustainability with AR to luxury brands such as Burberry: Elevating the brand experience with AR and Fendi: Maintaining relationships with loyal customers.
Augmented reality is changing the game; high-end and luxury brands are using it in different ways to simplify the shopping experience and will undoubtedly take advantage of the reach that Apple products have.
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