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Apple’s Vision Pro shows us the inevitable future of media

Updated: Mar 5

When I started Condense in 2019, I told our investors that not only is spatial computing inevitable, but it will completely change the way we interact with computers. Given this, the way we consume content will completely change. This conviction was a core driver behind starting Condense. Having spent the last few days with the Apple Vision Pro I can confirm that we have reached a tipping point which will be, for most people, the point at which the penny drops. 

Video: Lady Leshurr performing in AR and in-game as LIVE volumetric video

What is spatial computing?

A way of interacting with computers which gives the user natural control over their perspective in 3D.

The Vision Pro is a tipping point

After using the Vision Pro for a couple of days, just this morning I glanced over to the right where I had left a floating window, only to realise that it wasn’t there because I didn’t have the headset on.

A man wearing the Apple Vision Pro headset

The sophistication and complexity of the Vision Pro is almost unbelievable to the point of it feeling like magic. That’s not to say it doesn’t have its flaws, but it is clear that the shift to people using these devices everyday is now underway. The hardware (and software) has reached a point where you no longer notice it. Wearing it for extended periods of time feels natural because the resolution, tracking and passthrough is so good.

The most exciting thing for me about this device is that consuming standard 2D content on this device is better than consuming it on a monitor or phone.

The future of content

For media companies, this is hugely significant. The portion of people consuming content inside spatial computing devices is going to exponentially increase regardless of whether companies create spatial content or not.

However, for media companies that proactively engage with spatial computing, the rewards will be substantial. Spatial content (perhaps obviously) is much better on spatial computing devices than standard 2D content. Like the transition from desktop to mobile computing, those companies who innovate early stand to gain the most.

Spatial computing’s killer app

When mobile networks and smartphones gained popularity, video streaming and social media changed the world. New ways of interacting with content evolved - commenting, liking and sharing. These modes of interaction were dictated by the platform. They were asynchronous and optimised for smartphones. 

The killer app for spatial computing will be powered by volumetric video. Computing is moving into 3D, so video will too. To us, the direction of travel is obvious. What might not be obvious, however, is that the way we interact with the content will also significantly change.

Spatial content and real-time interaction work really well together, because it’s possible for spatial content to be consumed in virtual shared social spaces. Engagement will be real-time and closer to natural human interaction, using hand gestures and eye tracking for example.

For the past 5 years, Condense has been building the broadcast platform for the spatial web. At its core, this platform is powered by our proprietary volumetric video technology. However, early on in our journey we realised the importance of social presence and how significant this will be for the future of media. Our flagship product, Studio 5, allows anyone to host live virtual events that can be attended by audiences from all over the world. 

We expected the transition towards spatial computing to take many years. So we built a cross platform solution which allows people to share these experiences with anyone, whether they have a headset or not.

Where next? 

Whilst spatial computing is set to be the buzzword of 2024, this space has been developing for years. There’s a huge wealth of knowledge of how to make great spatial applications. The opportunity for media companies cannot be understated. Early innovators within mobile content include Youtube and Facebook.

Here’s to the exciting future of spatial, social content.


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