Basically, I like Apple. However, I am less pleased with the iPhone manufacturer’s recent efforts to come to terms with reality. People want to ban words just to ultimately gain a twisted competitive advantage. Does it have to be that way? Let’s talk about it, now in the current edition of the weekend column.
As is well known, Apple doesn’t like it when the Californian computer pioneer’s products are shared with those of its competitors. That’s also why People like to invent words just to make themselves incomparable.
Apple is now banning numerous terms
You can currently do this at the Apple Vision Pro experience, which will initially be sold exclusively in the USA from February 2, 2024 and can already be pre-ordered now. However, she doesn’t come to us until later. Apple likes to talk about the first “spatial computer”. Under no circumstances does Apple see this as data glasses or even mundane ones „Headset“. Apple now also bans the latter name from developers for the Vision Pro apps (source: MacRumors).
What you need to know about the Apple Vision Pro:
They are not allowed to call the headset as such. But Apple’s voice instructions don’t end there. On the Prohibited list The terms Augmented Reality (AR), Virtual Reality (VR), Extended Reality (XR) and Mixed Reality (MR) are also expressly used. Instead, developers should use the neologism “Spatial Computing” in their apps, but all previously used industry terms are taboo.
It is clear why Apple is doing this and acting as a language policeman. You want to clearly differentiate yourself from the competition, for example from Meta. Freely realizing that language shapes reality, Apple sets the tone for its own Ministry of Truth and creates the world the way the gentlemen in Cupertino like it – 1984 sends its greetings.
I’m not taking part in this!
Do you have to put up with this? As a developer, probably yes, because all these new language regulations are Part of a contractual cooperation between Apple and the developers.
Fortunately, as a person and author, I don’t have to subordinate myself to this. I will continue to write about Apple’s data glasses or headsets in the future, and the terms augmented, virtual, extended or mixed reality are not included in my index. I’m not even thinking about going along with this nonsense.
My thoughts about the weekend: The column aims to provide food for thought and reflect on the “burst of news” of the week towards the end. A small selection of the previous articles in the column:
The Apple Vision Pro may be a very innovative mixed reality headset, but it is also a headset. Marketing terms like “spatial computing” doesn’t catch my attention. In the end, they are likely to confuse readers even more and all because Apple is too sophisticated to put itself on the same level as the “dirty children” of the competition.
Honestly, come on down and accepts the generally valid rules of the language. It rarely lives from forced guidelines and rather from a dynamic that cannot always be controlled.
I wish you a nice Sunday. No matter what reality you have in front of you right now.