Apple’s Vision Pro Marketing Strategy: Efforts for Expansion

When new technology is released, the existing market focuses on maximizing sales through marketing. However, when a new product emerges, the goal of marketing shifts to maximizing its diffusion. Apple launched its high-priced Vision Pro in early 2024. Unlike existing augmented reality devices, Vision Pro introduces the concept of "spatial computing," emphasizing that it is a new and different technology. So, how is Apple marketing this new product to maximize its market diffusion?

In the augmented reality device market, Meta's Oculus already holds a dominant position, making Vision Pro a latecomer. Therefore, Vision Pro must offer something new to consumers who are already somewhat familiar with virtual reality devices. Considering that the VR market is still in the early adopter stage and not fully mature, Vision Pro is indeed a new device and requires a high-tech marketing strategy. Thus, Apple aims to expand its user base while employing a marketing strategy different from its competitors.

Emphasizing Unique Features

Apple Vision Pro emphasizes its high price, innovative concept, and improved design. If you watch Apple's promotional videos, you'll notice that rather than focusing on "how good the performance is," Apple leans towards emotional marketing by showcasing "the experiences you can have" with Vision Pro. Additionally, through short-form viral content on platforms like TikTok, Apple markets the high-priced Vision Pro as a fashionable item similar to goggles, touching on the emotional aspect of showcasing the owner's economic status. This approach ultimately stimulates the desire to own a trendy, cutting-edge product that defines the sophisticated, tech-savvy early adopter.

 

 

Source: Apple Youtube

 

 

The Rationale Behind Apple’s Approach

Why has Apple chosen this approach? Both Meta and Microsoft have continuously introduced augmented reality devices, with Meta making significant strides. However, when new technology emerges, people are momentarily interested, but if it does not maintain continuous value beyond its novelty, they stop using it. This issue has also applied to virtual reality devices. Users often find augmented reality devices exciting and fun at first, but due to the lack of widespread adoption and the underdeveloped technology and tools for creating 3D content, the ecosystem has not fully matured. The absence of a 'killer service' or 'application' specific to augmented reality devices is another problem.

 

 

Source: Instagram 

 

Expanding the Ecosystem

As a latecomer to the augmented reality device market, Apple faces the challenge of expanding its user base, developing the ecosystem, and making it an attractive market for content creators by securing data from service providers. To address this, Apple appears to have chosen a marketing strategy that piques the curiosity of existing virtual reality device users while also targeting potential consumers who have not yet engaged with such devices. Extending this perspective, Apple is utilizing its platform and marketing Vision Pro in a way that does not damage its brand image.