Introduction: In the early months of 2024, the tech world will be abuzz with anticipation as Apple gears up to launch its groundbreaking Apple Vision Pro. This cutting-edge headset, announced in mid-2023, is poised to reignite discussions surrounding virtual reality (VR) and augmented reality (AR) applications in healthcare, particularly for pharmaceutical companies.
Apple's Vision Pro is rumored to hit the US markets in March 2024, with a global release scheduled later in the year. The excitement surrounding this release is reminiscent of the surge in interest observed back in 2021 when Facebook rebranded itself as Meta, triggering a wave of enthusiasm for VR, AR, and related concepts like the metaverse, mixed reality, and devices such as the Oculus Quest.
Past Trends and Apple's Impact: The initial surge in interest during 2021 and 2022, fueled by Meta's rebranding, saw companies exploring healthcare-specific applications of these technologies. Osso VR, for instance, developed surgical training and education modules using the Oculus Quest headset. However, interest, as indicated by Google Trends and search data, gradually waned over time.
Apple's entry into the market, known for its capacity to galvanize industries, is expected to reverse this trend. Just as the launch of the iPad in 2010 revolutionized the tech landscape, the Vision Pro is poised to do the same for healthcare.
The Vision Pro Experience: Initial impressions from tech pundits suggest a promising future for the Vision Pro. Much like the iPad, it is anticipated that pharmaceutical companies and their agencies will seize the opportunity to capitalize on the device's buzz and the novel interactions and experiences it offers to customers.
Short-Term Outlook (2024-2025): In the initial years post-launch, the Vision Pro's primary applications are expected to support real-world events and meetings due to limited supplies and its relatively high price tag of $3,500 in the US. The new operating system, 'VisionOS,' enables developers to create three distinct experiences: 'Windows,' 'Volumes,' and 'Spaces,' paving the way for innovative applications in healthcare.
Pharma companies may use the 'spatial computing' platform to enhance congress booths, create 3D models of anatomical features or medical devices, and build immersive environments like virtual clinics or 360° mode-of-action animations.
Medium- to Long-Term Outlook (2025 and Beyond): Looking ahead, Apple is likely to release smaller, faster, and more affordable VR headsets on the VisionOS platform. Competing devices from Meta and Microsoft will also see improvements, expanding their adoption in healthcare contexts. VR and AR are anticipated to become integral parts of healthcare professionals' personal and professional lives.
Pharmaceutical Interactions and New Opportunities: AR and VR are poised to impact and augment traditional interactions such as MSL meetings and eLearning for pharma companies. The growth of VR will usher in opportunities for innovative companies to pioneer novel experiences and interactions with healthcare professionals.
Long-Term Speculation: Comparing the emergence of VR to the transformative impact of smartphones, social media, and the app ecosystem, the Vision Pro and similar devices are expected to combine with technologies like LLMs, generative AI, and blockchains, creating new forms of user experience and interaction.
As VR progresses, questions arise about the development of haptic technologies, wearables like the Apple Watch, and Big Tech's increasing interest in healthcare. These factors will shape the future landscape of healthcare technology, presenting both challenges and opportunities.
Conclusion: The Apple Vision Pro signals a new era, and we eagerly anticipate the unfolding developments in this dynamic field.