Since Facebook changed its name to Meta and began to fully enter the metaverse field, this concept has become a hot topic of discussion in corgi dogs, from software to hardware, countless companies have begun to claim that they have a layout and progress in metaverse-related fields, and even companies that have nothing can rely on selling a concept to get a lot of attention and even investment.
Just when most companies are immersed in the boom brought about by the concept of a metaverse, a reporter revealed something different in the column. When Mark Gurman collected information about Apple AR glasses some time ago, he had communicated with some of Apple's internal friends, and after the exchange, they gave a different statement than they had previously guessed.
Mark Gurman said that in his communication with people inside Apple: "When Apple released its headset, I would be shocked if I heard the word metaverse . I was told very directly that the idea of users escaping into a completely virtual world — as they did in the future vision of the Meta platform (formerly Facebook) — is forbidden by Apple. ”
As the biggest company in the tech space, why doesn't Apple want to even ban talking about metaversities?
The metaverse has nothing to do with Apple
Hearing this news at the beginning is indeed quite shocking, after all, some time ago, it was also rumored that Apple has determined the first generation of AR device design, and the first generation of products will be released as soon as this year, and many media have fiercely hyped up the rumors that Apple is going to enter the meta-universe market.
Although Apple does not have any claims and news about the metaverse, thanks to the relationship between AR devices and metaversms, coupled with Apple's layout in AR and other ecosystems, many people firmly believe that Apple released the message at this time for the metaverse. Therefore, many investors and institutions have increased the relevant investments in the meta-universe or directly purchased Apple's stock, so that Apple's stock price rose to a record high of $182.88 in a short period of time.
Therefore, now when hearing relevant sources say that Apple has no intention of touching the metaverse, or even unwilling to discuss the metaverse, most people will feel that they have heard it wrong, after all, the concept of the metacosm is so hot that few companies are willing to give up such a chance to pick up money for nothing.
However, in his previous reports on Apple's AR devices, Xiao Lei has actually pointed out that Apple's AR ecological layout has little to do with the metaverse, and even Apple does not want to be related to the metacosm. At that time, Cook said in an interview with the media: "AR technology can enhance our conversations, enhance learning, and really amplify the value of technology to people, rather than closing the real world off." ”
From Cook's attitude, it can be seen that at least Apple does not agree with the idea that the metaverse will enclose people in virtual space, and believes that this is contrary to their original intention, they hope that AR technology will be used more in the real world, so that people can get a better life in the real world, rather than escape into the virtual world.
Therefore, in "Don't make unprovoked associations, Apple AR should have nothing to do with the metaverse" Xiao Lei also believes that Apple will not choose to enter the metaverse, and now it seems that this is indeed the case, even if the AR device is launched, Apple will not take the initiative to enter the metaverse market, as for the "metaverse" related content created by Apple's AR devices, it has nothing to do with Apple itself.
Of course, in the case of Apple's initiative and support, how much experience the AR device can provide in the relevant scenarios of the "metaverse" depends on the performance of the device and the strength of the App development company. Moreover, there is even news that Apple will consciously restrict some functions of AR devices to ensure that the device will not be abused by users, and if the message is true, then the related metaverse App may also be subject to some restrictions.
Why doesn't Apple like the Metacosm?
When the metaverse is hyped by many technology companies, and even non-technology companies have entered the market to show their future plans, why does Apple avoid talking about the metaverse in the opposite way, and even regard it as taboo? In this regard, Xiao Lei is actually not surprised, after all, many of Apple's products and services are focused on "contact" when advertising, apple's concept is to hope that through its own hardware and ecology, users can be more closely connected with family and friends.
So, users familiar with Apple know that Apple doesn't seem to want users to devote all their time to the Internet and smart terminals, they want their products to be just users' tools, part of daily life but not all. Of course, if you want to hold your iPhone 24 hours a day to tweet, post bars or play games, Apple will not say much about it, but the weekly screen time will be particularly conspicuous.
Therefore, when the metaverse, a concept that requires users to be fully immersed, or even treat it as the whole of daily life, was proposed, it seemed natural that Apple would not be interested in it. Moreover, in the plans of companies such as Meta, the future of the metacosm will converge with the real world and become the "second world" of humanity, and in a virtual world, what company will be more dominant?
This answer is obviously easy to answer: game companies and Internet companies, the former will provide users with enough entertainment, the latter is to bring them a variety of online needs such as social networking, and the two may even package the hardware manufacturers' business together, and bind the user group through the dual optimization of hardware and software.
As a technology company, apple also has a lot of achievements in the software field, such as iOS, macOS and other operating systems, as well as Apple TV, App Store, etc., but as an entertainment company, Apple's own entertainment content production is almost zero. At present, the main content providers are third-party companies or individuals, and it can be said that Apple's only advantage in the metaverse field is the hardware ecology, and the hardware ecology is often vulnerable in the face of the content ecology.
Of course, Apple can also build a development team for entertainment content or social apps from scratch, but the time and cost are huge. Another approach is Apple's familiar acquisition route, as long as the problem that can be solved with money is not a problem for Apple (Apple has more than a hundred billion us dollars in cash reserves), from now on to acquire content production companies, Apple still hopes to build its own entertainment empire, after all, the meta-universe market is still in its infancy.
However, Apple or Apple's helmsman Cook does not seem to like the metaverse, of course, Cook's statement "I am cautious about this new thing", the workplace should be able to understand the meaning. Cook's attitude toward the metaverse is obviously also the source of Apple's attitude toward the metacosm, and when a CEO who has controlled the company for many years makes it clear that he doesn't like the metacosm, I don't think many employees will mention it without interest.
And in related interviews, Cook has repeatedly emphasized that what Apple is developing is not a "metaverse", but "augmented reality". However, Xiao Lei agrees with Cook's statement that the real meta-universe is a world composed of AR, VR and other virtual reality devices and accessories, rather than an AR device can provide, and it is not Apple's style to start bragging when the eight characters are not skimmed.
At least from the current information, Apple believes that the next outlet of the intelligent mobile ecosystem is augmented reality and virtual reality, and they are also building related AR and VR devices. As for something as illusory as the metaverse or a long way from being realized, it is clearly not in Apple's plan at the moment, and in order to prevent false information from being conveyed to the outside world, it is not surprising that Apple simply does not discuss or even prohibits discussion.
Although the development and research of the metaverse is not harmful to Apple, from Apple's point of view, there is no benefit except to add bricks and tiles to its already high stock price, but may attract unnecessary expectations from Apple users.
However, this also proves that the world's largest and most valuable technology company is not optimistic about the metaverse, or not optimistic about the metacosm at this stage, and promoting apple's augmented reality ecology development step by step is Apple's next plan.
Moreover, Apple may see a more distant future, if everyone is addicted to the metaverse, then whether the hardware and daily necessities that have nothing to do with the metaverse will be abandoned is obviously not a good future for Apple, which hopes to create a comprehensive software and hardware ecology.