No one dared to talk about the Metaverse at Apple HQ.
Since Facebook changed its name to Meta and began to fully enter the Metaverse field, this concept has become a hot topic of discussion for corgis. From software to hardware, countless companies have begun to claim that they have made layouts and progress in Metaverse related fields. Even companies with nothing can get a lot of attention and even investment by selling a concept.
Just when most companies were immersed in the craze brought about by the concept of the Metaverse, a reporter revealed some different information in the column. When Mark Gurman collected information about Apple AR glasses some time ago, he had communicated with some friends inside Apple, and after the communication, they gave a different statement from their previous guess.
Mark Gurman said in his communication with people inside Apple: “When Apple released its headset, I was shocked to hear the word Metaverse. I was told very directly that users can escape to a The idea of a completely virtual world – as they did in their vision for the future of the Meta platform (ex-Facebook) – is something Apple has forbidden.”
As the biggest company in tech, why would Apple not want to, or even ban, talking about the Metaverse?
The Metaverse has nothing to do with Apple
It was really shocking to hear this news at first. After all, it was reported some time ago that Apple has confirmed the design of the first-generation AR device and will release the first-generation product as soon as this year. Many media are ruthless. The rumors that Apple is going to enter the Metaverse market have been hyped up.
Although Apple has not said anything about the Metaverse, but thanks to the relationship between AR devices and the Metaverse, and Apple’s layout in AR and other ecosystems, many people believe that Apple’s release of news at this time is For the Metaverse. Therefore, many investors and institutions have added related investments in Code Metaverse or directly purchased Apple’s stock, which made Apple’s stock price rise to a record high of $182.88 in a short period of time.
Therefore, when I hear relevant sources say that Apple has no intention of touching the Metaverse, or even unwilling to discuss the Metaverse, most people will feel that they have heard it wrong. After all, the concept of the Metaverse is so hot that few companies are willing to give up such white goods. Opportunity to pick up money.
However, in his previous report on Apple’s AR equipment, Xiaolei actually pointed out that Apple’s AR ecological layout has little to do with the Metaverse, and even Apple does not want to be associated with the Metaverse. At that time, Cook said in an interview with the media: “AR technology can enhance our conversations, enhance learning, and really amplify the value of technology to people, rather than closing the real world.”
It can be seen from Cook’s attitude that at least Apple does not agree with the idea of enclosing people into virtual spaces in the Metaverse, and believes that this is contrary to their original intention. They hope that AR technology will be used more The real world, so that people can get a better life in the real world, instead of escaping into the virtual world.
Therefore, in “Don’t make unreasonable associations, Apple AR should have nothing to do with the Metaverse”, Xiaolei also believes that Apple will not choose to enter the Metaverse. It seems that this is true now. Even if AR devices are launched, Apple will not take the initiative to enter the Metaverse market. As for those “Metaverse” related content based on Apple’s AR devices, it has nothing to do with Apple itself.
Of course, in the case of Apple taking the initiative and providing support, how much experience AR devices can provide in the relevant scenarios of the “Metaverse” depends on the performance of the device and the strength of the app development company. Moreover, there is news that Apple will consciously limit some functions of AR devices to ensure that the device will not be abused by users. If the news is true, then the related Metaverse apps may also be subject to some restrictions.
Why doesn’t Apple like the Metaverse?
When the Metaverse is hyped by many technology companies, and even non-tech companies have entered the market to show their future plans, why does Apple do the opposite and avoid talking about the Metaverse, or even regard it as a taboo? In this regard, Xiaolei is not surprised. After all, many of Apple’s products and services focus on “connection” when promoting. Apple’s philosophy is to hope that through its own hardware and ecology, users can be closer to family and friends. link together.
Therefore, users who are familiar with Apple know that Apple does not seem to want users to devote all their time to the Internet and smart terminals. They hope that their products are only tools for users, a part of their daily life rather than the whole. Of course, if you want to hold your iPhone 24 hours a day to tweet, post or play games, Apple won’t say much about it, but the weekly screen time will be particularly prominent.
So, when a concept like the Metaverse that requires users to be fully immersed and even treated as the whole of everyday life is proposed, it seems logical that Apple is not interested in it. Moreover, in the plans of companies such as Meta, the future of the Metaverse will merge with the real world and become the “second world” of mankind, and in a virtual world, which company will have more advantages?
This answer is obviously easy to answer: game companies and Internet companies, the former will provide users with enough entertainment, and the latter will bring them various online needs such as social networking, and the two may even combine hardware manufacturers. The business is packaged and taken away together, and the user group is bound by the double optimization of hardware and software.
As a technology company, Apple also has a lot of achievements in the software field, such as iOS, macOS and other operating systems, as well as Apple TV, App Store, etc., but as an entertainment company, Apple’s own entertainment content production is almost zero. At present, the main content providers are third-party companies or individuals. It can be said that Apple’s only advantage in the Metaverse is the hardware ecology, and the hardware ecology is often vulnerable to the content ecology.
Of course, Apple can also build a development team for entertainment content or social apps from scratch, but the time and cost required are huge. Another way is Apple’s familiar acquisition route. As long as the problem can be solved with money, it is not a problem for Apple (Apple has a cash reserve of more than 100 billion US dollars). From now on, there is still hope for Apple to acquire content production companies. Create an entertainment empire of your own, after all, the Metaverse market is still in its infancy.
However, Apple or Apple’s helm Cook doesn’t seem to like the Metaverse. Of course, Cook’s statement “I’m cautious about this new thing” should be understood by everyone in the workplace. Cook’s attitude towards the Metaverse is obviously also the source of Apple’s attitude towards the Metaverse. When a CEO who has been in control of the company for many years expresses his attitude that he doesn’t like the Metaverse, I don’t think many employees will mention it ignorantly.
And in related interviews, Cook repeatedly emphasized that what Apple is developing is not “Metaverse”, but “augmented reality”. However, Xiao Lei agrees with Cook’s statement that the real Metaverse is a world composed of AR, VR and other virtual reality devices and accessories, not an AR device that can provide it. It’s not Apple’s way to start bragging.
At least from the current information, Apple believes that the next outlet for the smart mobile ecosystem is augmented reality and virtual reality, and they are also building related AR and VR devices. As for things like the Metaverse that are illusory or have a long way to go, they are obviously not in Apple’s plan at present. In order to prevent false information from being conveyed to the outside world, Apple simply does not discuss or even prohibits discussion. Not surprisingly.
Although it is not bad for Apple to get involved in the development and research of the Metaverse, from Apple’s point of view, there is no benefit other than adding to its already high stock price, but it may attract unnecessary Apple users. expectations.
However, this also proves that the world’s largest technology company with the highest market value is not optimistic about the Metaverse, or is not optimistic about the current Metaverse. It is Apple’s next plan to promote the development of Apple’s augmented reality ecosystem step by step. .
Posted by:CoinYuppie，Reprinted with attribution to:https://coinyuppie.com/the-metaverse-became-the-voldemort-inside-apple/ Coinyuppie is an open information publishing platform, all information provided is not related to the views and positions of coinyuppie, and does not constitute any investment and financial advice. Users are expected to carefully screen and prevent risks.