When Apple announced its artificial intelligence push with Apple Intelligence last month, company executives said it would be limited to recently made Mac computers and the iPhone 15 Pro. Now, Apple is reportedly working to bring its AI technology to its Vision Pro headset too.
A report from Bloomberg Sunday detailed a couple of reasons why Apple has not announced plans to bring its AI technology to its newly released headset. Among them, Bloomberg cited user interface challenges making the technology “look right” in the headset’s mixed-reality environment, overlaying computer information on live video of the real world.
Another challenge is reportedly Apple’s computing infrastructure, which the company is reportedly worried will be over-taxed if too many devices connect with it simultaneously.
Apple representatives didn’t respond to a request for comment.
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The tech giant’s reported moves give insight into how its teams are carefully planning to launch its highly anticipated AI features. Apple had already said it planned to bring the technology to its users in phases, with a test “beta” version coming later this year. Bloomberg reported that even though Apple is “actively working” on bringing its AI features to the Vision Pro, “it won’t happen this year.”
Still, Apple is taking a decidedly slower approach to AI than companies including Google, Meta, Microsoft and OpenAI, whose rush to bring the technology to market has led to decidedly mixed results. Each company’s new AI features have drawn attention, but they’ve also attracted scrutiny for everything from spreading disproven lies from across the web to repurposing copyrighted work without permission. Each company has either pumped the brakes on their products in embarrassment while promising fixes, or they’ve fought back against accusations of malpractice in the first place.
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Apple’s comparatively slow approach has won it support from investors so far, who pushed the company’s shares to record highs above $3 trillion in aggregate value shortly after the company announced its plans.
If Apple is able to launch its AI tools into the Vision Pro headset, that may be another promising addition for the device, which starts at $3,499. Apple hasn’t released substantive sales data about the device, though analysts and industry watchers have expressed concern it isn’t selling as well as the company had hoped.
The company is responding to those concerns by retooling the way it promotes its headset, according to Bloomberg’s Sunday report. The new in-store demos will reportedly include allowing customers to temporarily transfer photos and videos from their respective Apple devices to the Vision Pro, in addition to allowing people to spend more time trying the device’s productivity features.
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