When the Apple AirPods first came out, I remember thinking to myself…
“Those look strange, no one is going to wear them”.
I now use my AirPods every day (and they generate more revenue than most famous technology companies) 🤯
![airpods revenue in 2022 vs top tech companies](https://substackcdn.com/image/fetch/w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F224ec612-88e2-48c5-b68b-8b4a7c160558_960x960.jpeg)
So when I see the Apple Vision Pro, my new thought is “just give it a few years”.
This technology could have major implications across the sports landscape.
Let’s Dive In 👇
Apple Vision Pro
Our range of readers varies here, so I want to ensure I don’t gloss over what the Apple Vision Pro (APV) is before going any further.
Price: $3,500
Category: Apple calls it a spatial computer, others call it mixed reality, VR, AR, holographic computing, the metaverse, or XR.
![man using apple vision pro for work](https://substackcdn.com/image/fetch/w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fc3d8c683-ff89-44b0-bb14-254f0705fe2a_1500x750.jpeg)
Tech: blends digital content and apps into your physical space, and lets you navigate using your eyes, hands, and voice.
Examples: watch the news while scrolling through your emails, pull up a recipe app and have virtual cooking timers above your pots as you follow the instructions.
Reviews: mixed opinions but reviews tend to revolve around their thoughts on the future and pricing, not as much on the product.
I think where it can be super effective is in sports.
Sports and Apple Vision Pro
Disney CEO Bog Iger said “Apple Vision Pro is a revolutionary platform that will bring fans closer to the characters and stories they love…”
I agree.
Sports fans have already shown love for a deeper viewing experience and the ability to watch multiple games at once (e.g. NFL RedZone & NBA League Pass).
Look at the MLB’s new app for Apple Vision Pro users:
- fully immersive
- play-by-play control
- interactive statistics
- enhanced data visualizations
- three-dimensional viewing environment
![mlb apple vision pro app](https://substackcdn.com/image/fetch/w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F6758ba35-c4ce-4bf8-b73a-0cc1c78b71a5_1024x576.jpeg)
And they’re not the only ones taking advantage of this new technology:
- Compatible Apps: NBA App, Red Bull TV, MLS Season Pass, and others.
- Cable Services: Charter Spectrum, Comcast Xfinity, Cox Contour, Sling TV, and Verizon Fios.
- Sports Broadcasters: ESPN, CBS, Paramount+, NBC, Peacock, Fox Sports, and the UFC.
- Arcade Games: Over 100 are available from launch, and I think sports video games could be a huge hit.
PGA TOUR Vision is another one I could see garnering good traction.
![pga tour vision](https://substackcdn.com/image/fetch/w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fe8f60995-5da9-46e6-9c3e-c600bc2fd285.avif)
- real-time shot tracking
- 3D models of real golf courses
- leaderboards, scorecards, schedules
- course information, and other tournament details
APV isn’t just about a new viewing experience — but more opportunities for others in the space.
VR & Sports
New product = New innovations.
Just as the emergence of the smartphone created the need for deeper applications, the Apple Vision Pro is doing the same thing:
- PGA TOUR Vision is developed by Quintar, with UX and design led by digital product company Work & Co.
- Rezzil announced the launch of their tactical scouting application that can be utilized on APV.
And the tailwind of this technology extends to ancillary solutions.
![StatusPRO: Sports technology and gaming company StatusPRO gaming](https://substackcdn.com/image/fetch/w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F5ef5a71c-4d24-4ae1-8190-2677154f5fe7_1200x674.jpeg)
StatusPro, a sports/gaming VR company, secured a $20M Series A round that included an investment from Google Ventures and several pro athletes.
Where do I see the most opportunity for this technology in sports?
- Gaming
- Enhanced coaching
- More immersive viewing experiences
- Training, especially for injured players
Nothing tops being at an actual game or real-life training, but this new technology could potentially enhance “the sidelines” even more.
Macro View/Looking Ahead
In terms of mainstream adoption, I think this technology is still too clunky and expensive.
Yet, maybe The Simpsons are right again with their future predictions.
![simpsons predicted ai googles](https://substackcdn.com/image/fetch/w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F76eb6058-fc78-4fcb-8c1f-9d1eafc38e70_1920x1080.jpeg)
And while Apple’s product seems to be the most useful on the market (especially considering most Americans are owned by iOS)…
This isn’t new technology:
- Google Glass
- MetaQuest from Facebook
I believe sports fans and gamers could be provided with some amazing experiences…
But overall, the world isn’t ready — if anything it feels as if younger generations would go back to flip phones before VR googles.
Time will tell.