We’re at a unique moment in time—the onset of a new era in technology and AI won’t be the only…

We’re at a unique moment in time—the onset of a new era in technology and AI won’t be the only star.

The mixed reality future we're heading towards will blend our physical and digital worlds in ways that are both exciting and terrifying.

Since releasing the iPhone in 2007, Apple has sold 2.3B iPhones. They built not just a revolutionary piece of hardware in the iPhone, but a platform.

And being the platform of choice matters; Google pays Apple $15B a year to remain the default search engine on iOS.

In 10 years, there’s no chance that a small rectangle of black glass will still be our portal to the internet; Vision Pro is Apple’s big bet on what might come next.

Augmented or virtual reality means consumer experiences don't need to be limited to a mobile feed with small amounts of real estate, instead, they can be truly immersive and all-encompassing.

Last week, Apple released a video, giving us a glimpse into what that future may look like.

But what will make the Vision Pro different from the VR headsets, Google & Snapchat glasses which have come before it and failed?

There’s one word that comes to mind… stickiness.

It's not just about what Apple build, it's about the ecosystem they craft around it.

The hallmark of a truly successful product isn't just in the initial thrill of discovery but in the daily ritual it becomes.

It needs to be sticky. People need to come back to use it every single day.

And to do this, there need to be several ‘killer apps’, that get people constantly coming back.

It’ll be very interesting to watch over the next few years as we see these apps start to emerge, as Uber, AirBnB, Instagram and many others did in the mobile era before.

What will be the platform for augmented reality or virtual reality content? It’s unlikely to be Instagram or TikTok; history shows us, that new content formats typically lead to new innovative platforms.

Three-dimensional, immersive digital worlds will change consumer behaviours.

The next social network may well look more like Minecraft or Roblox than Instagram or Twitter, and categories from fitness to gaming and collaboration at work could be truly reinvented.

We’re at the very early stages of consumer adoption, but the shift to more immersive content formats is decades in the making; we already know what comes next, it’s just a question of when.