30 May 2024
Vision Pro, camera culture, and controlling the narrative
Whether you see the Vision Pro as the future of computing or not, it's fascinating to observe public reactions and the degree of control Apple has exerted over its coverage.
Even after the initial review cycle ended, it was clear that most reviewers had similar critiques. While the Vision Pro is an impressive blend of hardware and software with noteworthy interaction styles, its high cost and the lack of compelling apps make it seem superfluous at this stage.
What intrigued me most was Apple's complete control over the narrative surrounding the cameras. The Vision Pro relies on constant video feeds from its cameras to function, meaning they are always on and recording everything and everyone around.
This contrasts sharply with the backlash Google Glass faced, where there was outrage over the camera mounted on the side of the head, potentially recording without others' knowledge. I wondered if society had become more accustomed to seeing cameras everywhere, whether on phones or surveillance cameras. However, reflecting on my own reactions, I realised I still dislike being recorded without my consent. Recently, I noticed someone with their phone in their shirt pocket, camera facing outwards. The small reaction I had, fearing I might be recorded without consent, confirmed that many people, at least in the West, are still uncomfortable with being unknowingly recorded.
This extends to the Humane AI Pin and its camera. Although I haven't encountered someone wearing one, I suspect seeing the camera pointed at me would evoke a sense of being recorded or surveilled. Despite Humane's efforts to ensure the Pin cannot record without an indicator light and limits recording duration, the visible camera might still provoke reactions similar to Google Glass.
Products with integrated cameras, like SnapChat Glasses and Ray-Ban smart glasses, have taken steps to visibly indicate when they are recording. While this helps introduce consumers to the idea of being filmed, it’s not yet widely accepted.
Interestingly, the Vision Pro hasn't faced these concerns. People have been more deterred by the idea of wearing the device in public rather than the fact that its cameras are always recording. Apple has managed this narrative well, perhaps because the cameras aren't central to the Vision Pro’s feature set but rather an auxiliary component. Marketing images often obscure the cameras, and attention is drawn to the projection of the user’s eyes instead.
Apple’s marketing material briefly mentions the cameras as part of the hardware enabling user navigation, but it carefully avoids highlighting that the cameras record the surroundings to function. Regardless of whether this data is stored, anyone near a Vision Pro user is being recorded.
While many deem the Vision Pro superfluous, it's interesting to see Apple laying the groundwork. The first iteration has to define interaction styles, hardware, and software for this new category. Apple seems to have also considered external perceptions, particularly around surveillance and attitudes to cameras. I wouldn’t be surprised if significant effort went into concealing the cameras, which seems a wise choice. The narrative has been established: future versions probably won’t face scrutiny over constant recording, as it wasn't a major issue for version one.