At the moment, Apple doesn’t care about the Metaverse

The Metaverse is the new buzzword in the world of technology and media these days and, unsurprisingly, many companies tried to address this topic at CES 2022 last week. Carmaker Hyundai also had something to say about it, showing how its robot Spot, recently acquired by Boston Dynamics, could be used for its future vision of the Metaverse and what it calls “metamobility.”

While many companies are eager to follow the trend, a very big name is going the other way with Apple is reportedly taking a hands-on approach to the Metaverse.

As for the cloud, the Metaverse is a term that once existed, but is now used as a marketing buzzword to grab attention. Put simply, a Metaverse combines virtual reality and augmented reality technologies to enable social interactions in real time. It’s like meeting other people in a video chat, except you’ll be using avatars (which may or may not look like your real person) and in virtual spaces (which may or may not look like real-world places).

Given its focus on mixed reality, it’s no surprise that companies engaged in these industries are eager to join the Metaverse craze. Obviously, the biggest push comes from Facebook which has already rebranded the company to Meta to reflect this fact. While it doesn’t have a monopoly on the Metaverse, this simple association by name may be enough to keep Meta’s biggest rival away.

Apple won’t join the Metaverse party when it finally releases its long-awaited mixed reality headset, according to Bloomberg’s Mark Gurman. Instead of that, the platform will be focused on the consumption of content, games and short communication periods. In other words, the more traditional applications of virtual and augmented reality.

Don’t be like the others

On the one hand, this may seem disappointing to those hoping that Apple would take the lead in the mixed reality market, including this old and new Metaverse trend. On the other hand, the company has never been known to jump on fads before and usually waits for its time to mature the market first. And, when it does, it usually does it in a way that seems to have invented the Metaverse in the first place.

It is very likely that Apple is positioning this strategy as a way to ensure user privacy first, a strategy that the company has pushed aggressively in recent years. As in any virtual social space, there is a real risk of slipping and leaking personal information. And when Facebook – Meta – is involved, that risk seems to increase tenfold.

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