Apple rejects the Metaverse: Marketing ploy or mistake?


We look into the possible reasons why the tech giant Apple would refuse to be involved in the Metaverse.

For the last while, the most important word in the tech world has been metaverse, the virtual world that Facebook has sunk billions into developing and hired over 10,000 staff members to create. With all the hype on this subject, it came as no surprise that companies such as Apple, Microsoft, and Google were pushing to develop hardware and software aimed to be Metaverse compatible, such as VR headsets and smart glasses.

While Samsung moves forward with its Metaverse immersion announcing at CES their custom metaverse experience 837X to be debuted in Decentraland, Apple has turned its back on the idea of the metaverse completely. Their VR headsets will reportedly be aimed at shorter activity sessions, not for leaving behind the real world for virtual reality.

Bloomberg’s Mark Gurman, specialist in all things Apple-related, commented in his newsletter ‘Power On’ that he has “been told pretty directly that the idea of a completely virtual world where users can escape to — like they can in Meta Platforms/Facebook’s vision of the future — is off-limits from Apple.” This leaves us wondering why Apple has suddenly rejected the platform, instead looking to aim their headset towards “bursts of gaming, communication, and content consumption.”

This could suggest that Apple does not think that the Metaverse will succeed in the future and so has distanced itself from the venture. However, it seems more likely that CEO Tim Cooks weighed up the financial risk factors in the investment and chose against it. This is a direct contrast to the legacy left by the famous Steve Jobs, who would take every chance to be innovative rather than concentrate on profit margins and risk.

This is not the first time Apple has been in the headlines for decisions that seem to be related to gaining profit rather than customer experience. An excellent example of this was the removal of chargers and headphones from Apple phone releases forcing customers to pay extra for Air pods and a USB plug. Although their marketing staff has been very good at putting a ‘sustainability spin’ on these decisions stating they were made to make the product and packaging more environmentally friendly.

If there is one thing tech companies have learned looking at the history of development in this area, it’s that if you don’t keep up with modern advancements in tech, then you will be left behind. This was made clear when the tech giant, Blackberry, was forced to liquidate due to its stock not selling. As the mobile phone marketplace evolved, Blackberry could not keep up with the changes, making their easily recognizable keypad layout obsolete.

It would be an apparent mistake to avoid the progression in this area altogether though this could be a clever marketing ploy by Apple, known for its exclusive Apple-only marketplace. If they remained independent and launched their version of a digital world or VR experience, this move could gain them excellent exposure in advance of an announcement. They have definitely caught the media’s attention with this announcement as no other tech company has rejected the virtual marketplace.

Read More:

However, the idea that Apple will realistically release its own virtual landscape does not seem likely, as some rumors would have been leaked by this point that Apple were developing more than just the headset. Unless Apple officials come forward with a statement on the reasons behind this decision, it is unlikely we will find out the motives any time soon.

Click here to discover more of our podcasts

For more news from Top Business Tech, don’t forget to subscribe to our daily bulletin!

Follow us on LinkedIn and Twitter

An image of Metaverse, Metaverse, Apple rejects the Metaverse: Marketing ploy or mistake?

Erin Laurenson

Multimedia Content Producer for TBTech

Unlocking productivity and efficiency gains with data management

Russ Kennedy • 04th July 2023

Enterprise data has been closely linked with hardware for numerous years, but an exciting transformation is underway as the era of the hardware businesses is gone. With advanced data services available through the cloud, organisations can forego investing in hardware and abandon infrastructure management in favour of data management.

The Future of Cloud: A Realistic Look at What’s Ahead

Erin Lanahan • 22nd March 2023

Cloud computing has transformed the way we work, communicate, and consume technology. From storing data to running applications, the cloud has become an essential part of our lives. But what does the future hold for this technology? In this article, we’ll take a realistic look at the future of the cloud and what we can...

Ab Initio partners with BT Group to deliver big data

Luke Conrad • 24th October 2022

AI is becoming an increasingly important element of the digital transformation of many businesses. As well as introducing new opportunities, it also poses a number of challenges for IT teams and the data teams supporting them. Ab Initio has announced a partnership with BT Group to implement its big data management solutions on BT’s internal...