The arrival of Apple Vision Pro ushers in a new era of spatial computing for retail. Popularized by Apple with the launch of Apple Vision Pro, the term spatial computing refers to the human-computer interaction perceived by users to be taking place in their own reality rather than through a screen. Driven by enhanced processors, ultra-high definition and global network speeds, Apple Vision Pro blends digital content with the user’s physical space.
The highly-anticipated launch of Apple Vision Pro proved to be an exciting opportunity for fashion, luxury and beauty brands to cement their statuses as pioneers in immersive retail technology. Apple Vision Pro and spatial computing devices offer users a more straightforward, instinctive and human-centric approach to interacting with technology that brands utilize to create immersive e-commerce experiences that mimic real-world shopping. Innovative brands are zeroing in on their spatial computing strategies, to capitalize on the hype around Apple Vision Pro—signaling a pivotal step toward popularizing spatial technology and 3D digital interfaces for retailers. Here’s why retailers are choosing to invest in spatial computing and immersive shopping experiences:
A New Platform, A New Type of Shopper
As with other Apple devices, the early apps in the App Store will have the highest rate of downloads. The Apple Vision Pro launch is a new opportunity for brands to target tech-savvy, affluent new customers in a completely different way—and they can do so during a buzzworthy launch period.
Brands such as J.Crew, Mytheresa, Alo Yoga and e.l.f. Cosmetics recently partnered with Obsess to launch their visionOS shopping apps with the arrival of the device—marking a milestone for retail technology. Each of the apps incorporates the best of Apple’s latest technology such as progressive immersion, high definition 4K displays, spatial audio and interactions via intuitive hand and eye movements. Obsess taps into these capabilities to create highly immersive, dynamic branded shopping experiences for what promises to be the next iPhone moment.
Embrace Experience Through Spatial Computing
Spatial computing devices promise revolutionary immersive experiences akin to human interactions in real-life. By using the full 360 space around a user, products can be displayed at life-size or larger-than-life size. With the ultra-high resolution 4k display in each eye of Apple Vision Pro, customers are able to visualize products and brand storytelling visuals at a higher fidelity and detail than they ever could ever see before on their phones or computers. Brands can use this as an opportunity to introduce a new means of product discovery and interaction for shoppers.
For example, Alo Yoga recreated four different settings in their “alo Sanctuary” app, letting users visualize products in a contextual environment that transcends traditional e-commerce and fosters consumer engagement. Vision Pro users can interact with life-size, styled mannequins and physically pull them closer to examine the products at a granular level. Their experience represents a new era of online shopping by combining immersive technology with wellness, aiming to create deeper consumer connections and drive more holistic, contextual storytelling. Alo incorporated wellness into their shopping experience by offering over 20 complimentary meditation sessions from Alo Moves, their wellness platform which was previously only offered to paying subscribers.
e.l.f. Cosmetics also embraces experience beyond browsing with their visionOS shopping app, “your best e.l.f.”—creating a space for the brand’s community to deepen their relationship with the brand through immersive exploration and branded games. Users are invited to explore three distinct environments, each themed after a product within the app. In addition to shopping via Apple Pay, users can participate in activities such as guided meditations, stretching exercises and a “Paint by Numbers” game. The spatial experience encourages users to unwind and explore the best versions of themselves through playful, inspirational environments that contextualize an assortment of 3D e.l.f. products.
Make the Shopping Experience More Human
Apple Vision Pro offers groundbreaking social technology with SharePlay, a feature that enables users who are not physically in the same location to feel as if they are sitting next to each other and having a shared experience. Obsess can develop immersive shopping experiences for visionOS that include digital clienteling, enabling high-value customers and sales associates to interact with each other and with products in a shared virtual environment. Imagine a virtual stylist recommending looks based on your color tones and preferences, all within the app.
J.Crew’s “Virtual Closet” is an immersive shopping experience that empowers personalized shopping from multiple avenues. From the interactive mannequin to SharePlay capabilities, the brand is leveraging spatial computing to personalize the shopping experience like never before. With the interactive mannequin, users can mix and match a curated selection of products; through intuitive hand and eye movements, Vision Pro users can browse a selection of items and create their own ideal outfit for any occasion. J.Crew is utilizing social shopping capabilities by incorporating Apple’s SharePlay into their app. With this feature, users can virtually call a J.Crew styling expert or host group calls to get other’s opinions on looks while in the experience.
Luxury retailer Mytheresa will also soon enable their top shoppers to experience a curated styling session with personal shoppers in their visionOS app. The “Mytheresa, Immersive Luxury App” transports users to luxury shopping destinations such as Capri, Italy and Paris, France in hyper-realistic immersive environments. Visitors can browse curated edits in immersive product carousels amidst contextual environments. Selections are continuously updated with new launches and capsule collections. The digital clienteling capabilities, soon to be released, will up-level their current experience to become even more personalized and social.
Immersive Shopping Experiences for Apple Vision Pro
Obsess is bringing brands and retailers into the era of spatial computing by developing immersive shopping apps for Apple Vision Pro, furthering our mission to create the next-generation online shopping interface. Along with the launch of the device, Obsess designed, developed and released four new immersive visionOS shopping apps—including the premiere fashion, beauty and luxury shopping apps. These four apps are ushering in a new era for retail, fueled by a soon-to-be ubiquitous appetite for spatial computing.
Brands can work with Obsess to conceptualize, design and develop their visionOS apps and immersive browser-based experiences, including virtual stores. Obsess virtual stores are built for cross-platform distribution, which means that any of the stores that Obsess builds for Apple Vision Pro can be replicated for web and mobile and vice versa—increasing overall ROI and reach. These experiences can also be optimized and reimagined for other platforms, such as Roblox and Meta Quest, which reach different user bases.