Digital Craft > Form

VISIONOS

APPLE, Cupertino / APPLE, INC. / 2024

Awards:

Silver Cannes Lions
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Demo Film
Presentation Image

Overview

Credits

Overview

Why is this work relevant for Digital Craft?

Apple Vision Pro is a revolutionary spatial computer that transforms how people work, collaborate, connect, relive memories, and enjoy entertainment. This breakthrough product seamlessly blends digital content with the physical world and unlocks powerful spatial experiences in visionOS, controlled by the most natural and intuitive inputs possible — a user’s eyes, hands, and voice. It’s the result of decades of experience designing high-performance, mobile, and wearable devices and integrates incredibly advanced technology into an elegant, compact form.

Please provide any cultural context that would help the Jury understand any cultural, national or regional nuances applicable to this work.

Apple strives for inclusivity with everything we make, to reflect the world around us. This is fundamental to our design process. We build products and services that make technology accessible for all. While Apple Vision Pro was available in the US starting on February 2, 2024, it was designed for a global audience with plans for a worldwide launch.

Background:

visionOS is a 3D interface controlled by your eyes, hands, and voice. Intuitive gestures let you interact with apps by looking at them, tapping your fingers to select, flicking your wrist to scroll, or using a virtual keyboard or dictation to type. The glass material grounds UI in the real world with real-time lighting and shadows, bridging the visual language of hardware and software design

Apple Vision Pro and visionOS unlock new ways to interact with technology and the world through spatial computing.

Describe the creative idea

The goal was an interface that kept people connected to each other and the real world, without clunky controllers. The design should be so intuitive that people could immediately pick up this device, understand how to use it, and control it with natural inputs.

visionOS was built on the foundation of decades of engineering innovation in macOS, iOS, and iPadOS. There were many challenges in designing this product and blending the digital and the physical. However, the opportunities it introduced pushed the team to stretch the limits of what was possible.

Describe the execution

visionOS features a three-dimensional user interface and input system controlled entirely by a person’s eyes, hands, and voice. High-performance eye tracking uses high-speed cameras and a ring of LEDs that project invisible light patterns onto your eyes for responsive, natural input. Intuitive gestures allow you to interact with apps by simply looking at them, tapping your fingers to select, flicking your wrist to scroll, or using a virtual keyboard or dictation to type. With Siri, you can quickly open or close apps, play media, and more.

Apple Vision Pro is designed to deliver incredible compute performance in a compact wearable form factor. Featuring an ultra-high-resolution display system built on top of Apple silicon, it uses micro-OLED technology to pack 23 million pixels into two displays, each the size of a postage stamp, with wide color and high dynamic range. This technology is combined with custom lenses that enable incredible sharpness and clarity, and advanced Spatial Audio.

The display, advanced audio experiences, high-performance eye tracking system, and more are powered by Apple silicon in a unique dual-chip design. The M2 chip delivers powerful performance, while the new R1 chip processes input from 12 cameras, five sensors, and six microphones to ensure that content feels like it is appearing right in front of your eyes.

To help you stay connected to the people around you, the team designed a feature called EyeSight. When a person approaches you while you’re wearing Apple Vision Pro, the device looks transparent—letting you see them while also displaying your eyes. When you’re immersed in an Environment or using an app, EyeSight gives visual cues to others about what you’re focused on.

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