Apple Asks Vision Pro Developers to Avoid 'VR' Branding and Hints at 'Vision' Product Line

Apple is asking developers to avoid mention of "AR" and "VR," as well as the Vision Pro as a generic "headset," when listing their apps on the visionOS App Store.

visionos app preview
Apple's developer website now features new requirements for Vision Pro apps (via 9to5Mac), including how to appropriately list their apps on the ‌visionOS‌ ‌App Store‌. Instructions about how developers should describe their apps include specific prohibition of the terms augmented reality (AR), virtual reality (VR), extended reality (XR), or mixed reality (MR).

Instead, developers should adopt the "spatial computing" phrasing that Apple has touted since the Vision Pro's announcement in June last year. The push is likely part of Apple's continued effort to disassociate the Vision Pro headset from other products in the space from the likes of Meta and forge its own path in the minds of customers.

Spatial computing: Refer to your app as a spatial computing app. Don't describe your app experience as augmented reality (AR), virtual reality (VR), extended reality (XR), or mixed reality (MR).

Similarly, Apple requests that app developers do not refer to the Vision Pro generically as a "headset."

Apple Vision Pro: Always typeset Apple Vision Pro as three words with an uppercase A, V, and P followed by lowercase letters. Don't break Apple Vision Pro over two lines. Don't use the article the before Apple Vision Pro. Apple Vision Pro apps are available on the App Store or can be downloaded from the App Store. It's acceptable to say Name of app for Apple Vision Pro when your promotion is focused on features and benefits related to Apple Vision Pro. Don't refer to Apple Vision Pro generically as a "headset." The phrase "Apple Vision Pro" can't be included in your app name, but it can be included in your app description.

Apple is also continuing to change mentions of "Apple Vision Pro" to "Apple Vision" throughout its beta cycle. For example, Apple now refers to "Mac, iPad, Apple Vision apps" instead of "Mac, ‌iPad‌, ‌Apple Vision Pro‌ apps." Apple's website features a "Vision" product tab instead of a "Vision Pro" tab, but the gradual shift toward "Apple Vision" branding appears to add credence to the idea of Apple building a "Vision" product line.

The Vision Pro is positioned as a high-end device with a $3,499 price tag, but there have been a multitude of rumors about Apple's plans to release a cheaper headset in the future. Such a device would make sense as an "Apple Vision" headset, just as the ‌iPad‌ is to the iPad Pro or the HomePod is to the HomePod mini.

Related Roundup: Apple Vision Pro
Buyer's Guide: Vision Pro (Buy Now)
Related Forum: Apple Vision Pro

Popular Stories

Apple Vision Pro 2 Feature 2

Apple Reportedly Suspends Work on Vision Pro 2

Tuesday June 18, 2024 8:17 am PDT by
Apple has suspended work on the second-generation Vision Pro headset to singularly focus on a cheaper model, The Information reports. Apple was widely believed to have plans to divide its Vision product line into two models, with one "Pro" model and one lower-cost standard model. The company is said to have been deprioritizing the next Vision Pro headset over the past year, gradually...
Apple WWDC24 Apple Intelligence hero 240610

Apple Explains iPhone 15 Pro Requirement for Apple Intelligence

Wednesday June 19, 2024 4:48 am PDT by
With iOS 18, iPadOS 18, and macOS Sequoia, Apple is introducing a new personalized AI experience called Apple Intelligence that uses on-device, generative large-language models to enhance the user experience across iPhone, iPad, and Mac. These new AI features require Apple's latest iPhone 15 Pro and iPhone 15 Pro Max models to work, while only Macs and iPads with M1 or later chips will...
M4 Real Feature Red

M4 MacBook Pro Models Expected to Launch in Late 2024

Tuesday June 18, 2024 10:50 am PDT by
MacBook Pro models with an M4 chip are expected to launch in the fourth quarter of 2024, according to display analyst Ross Young. In a tweet for subscribers, Young said that panel shipments for new 14-inch and 16-inch MacBook Pro models are set to begin in the third quarter of 2024, which suggests a launch toward the end of the year. Apple started its M4 chip refresh in May with the launch...
2022 back to school apple feature

Apple's 2024 Back to School Sale Launching This Week

Monday June 17, 2024 12:27 pm PDT by
Apple will launch its annual Back to School promotion for university students in the United States and Canada this week, according to Bloomberg's Mark Gurman. Apple's back to school sales provide students with a free Apple gift card when purchasing a Mac or an iPad, and this year's promotion could help Apple push the new M2 iPad Air and M4 iPad Pro models. Last year, Apple offered U.S....
iOS 18 Calendar Feature

iOS 18: Calendar App Design Changes and Reminders Integration

Tuesday June 18, 2024 6:16 am PDT by
Apple in iOS 18 has given the Calendar app a major update, adding some welcome interface design changes, not to mention long-awaited integration with Reminders. In the month-by-month calendar view, the month now appears in large bold font in the top left, while the Events list toggle has been replaced by a new button that lets you choose between Compact, Stacked, Details, and List views. ...
watchOS 11 Thumb 2 1

watchOS 11 Supports Automatic Nap Detection

Monday June 17, 2024 4:05 pm PDT by
watchOS 11 appears to include a new feature that allows an Apple Watch to automatically detect and record when you're taking a nap. As shared on Reddit, an Apple Watch owner took a nap and was able to see the sleep data recorded in the Health app, despite not putting the device in Sleep Mode. Right now, the Apple Watch only tracks and records sleep when it is in Sleep Mode, and there is no...

Top Rated Comments

DTphonehome Avatar
23 weeks ago

Always typeset Apple Vision Pro as three words with an uppercase A, V, and P followed by lowercase letters. Don't break Apple Vision Pro over two lines. Don't use the article the before Apple Vision Pro. Apple Vision Pro apps are available on the App Store or can be downloaded from the App Store. It's acceptable to say Name of app for Apple Vision Pro when your promotion is focused on features and benefits related to Apple Vision Pro. Don't refer to Apple Vision Pro generically as a "headset."
Do not make direct eye contact with Apple Vision Pro. Do not address Apple Vision Pro by its first name. Do not obstruct the walking path of Apple Vision Pro. Speak to Apple Vision Pro only when Apple Vision Pro speaks to you first. If you have information to convey to Apple Vision Pro, speak to Apple Vision Pro’s assistant. Do not attempt to shake hands with or obtain a photograph of Apple Vision Pro.
Score: 61 Votes (Like | Disagree)
salamanderjuice Avatar
23 weeks ago

Ok ... this might work for developers but who the F knows what "spatial computing" even means.
It's VR.
Score: 23 Votes (Like | Disagree)
Seanm87 Avatar
23 weeks ago
Apple don’t like using generic tech words. They tend to invent their own that mean the same thing so they can have ownership of it. So this makes sense.
Score: 17 Votes (Like | Disagree)
darngooddesign Avatar
23 weeks ago

Ok ... this might work for developers but who the F knows what "spatial computing" even means.
How many regular people had heard of multitouch before Apple associated it with the iPhone?
Score: 17 Votes (Like | Disagree)
contacos Avatar
23 weeks ago
Ok ... this might work for developers but who the F knows what "spatial computing" even means.
Score: 15 Votes (Like | Disagree)
0339327 Avatar
23 weeks ago
This is exactly the trash people hate about Apple. Developers don’t work for Apple and they can market this VR headsets as they want and call it what they want.

Stop treating the world as your subordinate.
Score: 15 Votes (Like | Disagree)