What you should know
- The video titled “Get Ready” is an advertisement for the Vision Pro, a spatial computer that requires users to wear a special headset.
- The ad features scenes from various movies and TV shows where characters are putting on masks or headsets, drawing a parallel to the use of the Vision Pro headset.
- The ad ends with a Vision Pro user putting on the headset and seeing the default app icons appear on the screen, followed by the tagline “Get Ready. Vision Pro.”
- Despite initial estimates of shipping 800,000-1.2 million units in 2024, the forecast has been reduced to less than 500,000 units, making the Vision Pro the most complex product Apple has ever built.
Full Story
The video we’re talking about is titled “Get Ready.” It’s a montage of scenes from movies, cartoons, and TV shows. The common thread? Characters suiting up with masks. This is a clever nod to the Vision Pro, which requires users to don a special headset.
Among the quick clips, you’ll spot a scene from Young Frankenstein. That’s Gene Wilder, in case you’re wondering. There’s also Mark Hamill, or should I say Luke Skywalker, being handed a helmet by Alec Guinness’s Obi-Wan Kenobi. And who could miss Snoopy, perched atop his doghouse, gearing up to battle the Red Baron?
But that’s not all. The ad’s star-studded lineup also includes SpongeBob Squarepants, Levar Burton as Geordi La Forge from Star Trek, and Robert Downey Jr. as Iron Man. And let’s not forget Christopher Lloyd, or Doc Brown, from “Back to the Future.” All the while, Devo’s 80’s hit “Uncontrollable Urge” plays in the background.
Before the video wraps up, we get a glimpse of a Vision Pro user. She’s putting on her mask, and through her lens, we see the familiar default app icons appear. Then, everything goes dark. The tagline flashes, “Get Ready. Vision Pro.”
Ming-Chi Kuo, an analyst from TF International, initially predicted that Apple would ship between 800,000 and 1.2 million units of its spatial computer in 2024. But he’s since revised that estimate to less than 500,000 units. Apparently, the Vision Pro is the most complex product Apple has ever built.
If Apple’s smart, they’ll take a page out of their own book for the next Vision Pro ad. Remember the second iPhone ad from 2007? It was a simple, effective tour of the new product. The ad began with the words, “This is how you turn it on.” A similar approach for the Vision Pro? Now, that’d be a good idea.
