In a strategic move to dominate the global mixed reality market, Apple is set to introduce its Vision Pro headset in Australia, China, and Japan, following its initial release in the United States. The $3,499 mixed reality device, which debuted in the US in February, represents Apple's ambitious foray into an emerging technology sector. The company's expansion efforts are underscored by recent job postings seeking "Information Experience Specialists" in these new markets, indicating a focus on engaging business customers with the Vision Pro and its proprietary visionOS operating system.
This global rollout comes as Apple navigates a complex legal landscape, marked by antitrust investigations in both the European Union and the United States. European regulators have initiated probes into Apple, Google, and Meta Platforms for potential violations of the Digital Markets Act, scrutinizing practices that may limit competition and innovation. Meanwhile, in the US, Apple faces its third antitrust lawsuit filed by the Department of Justice, targeting the tech giant's alleged restrictions on hardware and software access, which critics argue hinder consumer choice and favor Apple's ecosystem.
As the worldwide developer community anticipates the upcoming WWDC 2024 and the release of visionOS 2, Apple's efforts to widen the Vision Pro's market presence could play a crucial role in attracting a broader base of developers and users. The expansion also hints at upcoming language support enhancements for visionOS, with rumors of new virtual keyboard languages catering to a diverse international audience. Amid regulatory scrutiny, Apple's push to globalize the Vision Pro underscores its commitment to securing a leadership position in the mixed reality space, while navigating the challenges of an increasingly regulated digital landscape.
