The Metaverse has become a “restricted area”, but Meta executives are poached, and Apple is on the verge of Meta

What exactly is Cook playing?

The Metaverse has become a "restricted area", but Meta executives are poached, and Apple is on the verge of Meta

At the moment when the concept of the metaverse exploded, Apple was extremely calm.

Recently, Bloomberg reporter Mark Gurman (Mark Gurman) revealed on the show that Apple may release its first MR (mixed reality) device in 2022, and this is not a signal to enter the metaverse field, on the contrary, it is deliberately. Avoid the metaverse.

Marco Gurman said: “I would be horrified if Apple uttered the word ‘metaverse’ when it released its first headset. I’ve been told directly by an insider that a fully virtual world where users can escape, As Meta’s vision for the future shows, this is off-limits for Apple.”

In addition, the report also emphasized that Apple’s focus on this MR device is to augment reality through digital, more like an upgraded version of AR device, focusing on three directions of games, communication and content consumption.Contrary to the idea of ​​the Metaverse, Apple doesn’t want this device to be an “all-weather device” limited to short-term use.

On the other hand, according to Qualcomm CEO Cristiano Amon, as of November 16 last year, Meta’s Oculus Quest 2 headset has sold 10 million units. The Oculus VR App was the most popular app on the Apple App Store on Christmas Day last year. Meta founder Zuckerberg has said that he will invest at least $10 billion to build the metaverse.

In 2021, the wind of the Metaverse will blow to the world, attracting many Internet and technology companies to enter the game. In the trend that everything can be metaverse, Apple seems out of place. Not only does it not mention the concept of “metaverse”, but it also recruits public relations executives specializing in the field of Meta AR. Is Apple on the verge of Meta?

Don’t recognize the metaverse, Cook only loves AR

Apple’s approach to the term “metaverse” is one that’s at a distance.

In an interview with Time magazine, Apple CEO Tim Cook first mentioned his view of the metaverse: “We just call it augmented reality (AR).” He said that he would stay away from these buzzwords, thinking that AR devices will be the next An epoch-making product. Cook is wary of virtual reality that isolates people. Therefore, some people speculate that the last product before Cook stepped down as CEO may be an AR device.

The Metaverse has become a "restricted area", but Meta executives are poached, and Apple is on the verge of Meta

In fact, Apple has already laid out the AR field more than ten years ago.

Public data shows that since 2010, Apple has applied for more than 2,000 patent projects in the AR field, invested and acquired more than 20 AR/VR-related companies, and has a R&D team of nearly 1,000 people. As for the positioning of AR devices, well-known Apple analyst Ming-Chi Kuo said that Apple will gradually replace the iPhone’s position with AR devices in the next ten years and become a new flagship product.

Since 2017, rumors about Apple’s AR glasses, head-mounted displays, etc. have emerged in an endless stream. Whenever Apple’s press conference is announced, the official always releases “smoke bombs” suspected of AR equipment, but every prediction is slapped in the face. In the face of Apple’s frequent “bounces”, the audience’s expectations are getting higher and higher, and Apple is preparing an epoch-making AR product.

Another big factor that separates AR from the metaverse has to do with Apple’s own closed-loop ecosystem.

Apple has created an independent iOS ecosystem for its mobile phone product line, and has formulated a set of standards and specifications for developers. All third-party software entering the iOS system must strictly abide by Apple’s rules. In addition, the macOS, watchOS and other operating systems developed have made the entire Apple ecosystem richer and more convenient, making consumers willing to buy Apple’s “family bucket”.

And this is exactly the opposite of the decentralization concept of the Metaverse.

The Metaverse has become a "restricted area", but Meta executives are poached, and Apple is on the verge of Meta

The Metaverse is regarded as a “decentralized” virtual world that needs to be opened up and connected to reality, which means that open source, blockchain, and privacy are all indispensable. At present, Meta has begun to try to cooperate with a number of technology companies. The most eye-catching is that Meta and Microsoft announced that they have broken through the two barriers of Workplace and Microsoft Team, and can mutually access enterprise software content.

Not only is it limited by Apple’s own ecosystem, but Apple’s attitude towards the Metaverse is also affected by the relationship between the two.

Apple vs. Meta

On the road to promote the development of the Metaverse, talents in related fields have naturally become “sweet pastries”.

In October last year, after Zuckerberg announced that he would invest $10 billion to build the Metaverse, a “Silicon Valley robbery war” broke out between Meta and Apple.

According to Bloomberg, within two months, Meta “poached” nearly a hundred engineers from Apple, including key technology departments such as augmented reality, artificial intelligence, software and hardware engineering. In order to retain talents, there is news in the industry: Apple has issued a bonus of 50,000 to 180,000 US dollars in the form of equity awards, awarded to nearly 10%-20% of engineers.

The Metaverse has become a "restricted area", but Meta executives are poached, and Apple is on the verge of Meta

Not only that, Apple invited the former Meta AR communication and public relations director in a “reciprocal exchange”.According to Gurman, Apple hired the executive to be responsible for the release and marketing of AR hardware, and said that Meta and Oculus have always been leaders in the AR market, and hiring such a talent is significant.

In fact, the conflict between Apple and Meta did not originate in the Metaverse.

Regarding the collection of user privacy, the two hold diametrically opposite attitudes. Apple has always been known as an independent system that protects user privacy and security, and prohibits third-party software that is sensitive to privacy.Facebook, a former social software, relies on collecting user information and pushing personalized advertisements to earn fees, which violates Apple’s privacy protection principles.

For this reason, the two CEOs have also had many quarrels. Cook once publicly commented on Facebook: “If they mainly make money by collecting a lot of personal data, I think you have the right to be concerned.” Then Zuckerberg borrowed Apple tax. Kai: “Do you think you’re paying Apple to be on their side in a way? If you ally with them, their products should be much cheaper.”

In April last year, after Apple launched a new privacy setting “App Tracking Transparency” (ATT) policy, a large number of social software’s secret collection of data was disclosed. That includes Facebook, which lost nearly $9.85 billion in revenue to Facebook, Twitter, Snapchat and YouTube after Apple’s policy update, according to data.

In the past four months from this incident, the original social platform Facebook announced that it had changed its name to Meta and announced its official entry into the metaverse field. Now the two wars seem to have extended to the metaverse field. In the face of the huge AR, VR (or metaverse) market in the future, it remains to be tested whether Apple or Meta wins or loses.

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