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

Top Rated Comments

DTphonehome Avatar
8 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
8 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
8 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
8 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
8 weeks ago
Ok ... this might work for developers but who the F knows what "spatial computing" even means.
Score: 15 Votes (Like | Disagree)
MacProFCP Avatar
8 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)

Popular Stories

Apple Logo Spotlight

Source: Apple to Announce New Products This Week

Sunday March 3, 2024 11:38 am PST by
Apple plans to announce new products with press releases on its website this week, a proven source familiar with the matter told MacRumors. While the products that Apple plans to announce have not been disclosed, there are rumors about new iPads, Macs, and accessories. It is unclear exactly what will be announced this week. Bloomberg's Mark Gurman today reiterated that Apple is planning new...
Apple Maps vs Google Maps Feature

Apple Maps vs. Google Maps: Which Is Better?

Friday March 1, 2024 7:10 am PST by
Apple Maps has been providing navigational guidance to Apple users for almost 13 and a half years now, and much has changed about the app in that time. However, according to data from Canalys, the overwhelming majority of iPhones in the U.S. still have Google Maps downloaded as an alternative to Apple Maps, which comes preinstalled on all iPhones. We want to hear from MacRumors readers. Which do...
apple tv plus banner

Apple TV+ Gains Over 50 Movies for a Limited Time

Friday March 1, 2024 6:29 am PST by
Apple TV+ today gained over 50 movies, adding to its back catalog of content for a limited time. The collection includes a large number of popular and classic titles. Subscribers can access the movies in a "Great Movies on Apple TV+" section in the Apple TV app. Some titles are also available in 3D. Movies in the collection include: 21 Jump Street 300 American Sniper Argo ...
iPad Air 12

Gurman: No Apple Event Planned for Upcoming iPads and Macs

Sunday March 3, 2024 5:09 am PST by
Apple does not plan to hold a traditional event to unveil new iPads and Macs, according to Bloomberg's Mark Gurman. Instead, he said Apple plans to announce the products on its website with a "series of online videos and marketing campaigns." If this plan is accurate, we can expect the new products to be announced with press releases on the Apple Newsroom website. Gurman expects Apple to...
airpods pro 2 pink

Apple Releases New Beta Firmware for AirPods Pro 2

Thursday February 29, 2024 11:41 am PST by
Apple today introduced a new beta firmware update for the AirPods Pro 2, both the USB-C and Lightning versions. The new firmware is version 6E188, up from the prior 6B34 firmware released in December. Apple does not often provide details or notes on what features might be included in the refreshed firmware, so it is unclear what's new. Note that this software is limited to developers at the...