The Endless Search for the Perfect Label: How Apple's Spatial Computing May Change the Future of Computer Interfaces

Wednesday - January 24 2024, 17:32 UTC - 10 months ago

Apple's upcoming Vision Pro headset will not allow developers to use terms like VR, AR, MR, or XR, and instead insists on using 'spatial computing'. This sparked a debate among industry insiders and raises questions about the role of language in the tech world. The term 'spatial computing' has been around for over a decade and is thought to be the most accurate in describing technologies that make use of three-dimensional space. But companies like Google, Microsoft, and Facebook have also tried to define this category with their own terms. In the end, the search for the perfect label for new technologies is a never-ending journey.

"The Next Great Computer Interface Is Emerging—But It Doesn’t Have a Name Yet." This headline from my editor back in 2017 still holds true, even seven years later. In the ever-evolving world of technology, terms like virtual reality (VR), augmented reality (AR), mixed reality (MR), and extended reality (XR) have been used to describe the various interfaces and devices that have emerged. But now, it seems like Apple is changing the game with their upcoming Vision Pro headset and their insistence on using the term 'spatial computing.' In fact, they won't allow developers to refer to their applications as VR, AR, MR, or XR. And forget calling the device a headset - it's a 'spatial computer' according to Apple. And if you want to talk about VR mode, that's simply referred to as 'fully immersive.' Will Apple strictly enforce these rules? Only time will tell, but it has sparked a discussion among industry insiders and raised questions about the intersection of language and branding in the tech world.

The idea of using spatial computing isn't new - in fact, it's been around for over a decade. It's thought to have first been introduced in its modern sense by MIT's Simon Greenwold in a thesis paper back in 2003. Many in the industry have found this term to be the most accurate and descriptive, as it captures the main contribution of these technologies - using three-dimensional space to create more intuitive interfaces for our brains.

But Apple isn't the first company to try and define this technology in the minds of consumers. In 2017, Google attempted to push the term 'immersive computing' for their VR devices, while Microsoft focused on 'mixed reality' for branding purposes. And who could forget when Facebook changed their company name to 'meta' in an attempt to define the industry as 'the metaverse'? It seems like every major tech company wants to claim their own term and solidify their dominance in this space.

But this fixation on defining the category in the minds of consumers is not unique to computer interfaces. All new technologies go through this same evolution and cycle through ever-changing labels. The word 'movie' was originally coined in comic strips before it caught on with the public in the early 1900s. Similarly, the term 'computer' used to describe a person who performed mathematical calculations, and 'automobiles' were first introduced to the public as 'horseless carriages.' This trend of constantly searching for the perfect label is also seen with self-driving cars, as we try to come up with various terms to describe this new technology.

Only time will tell if Apple's insistence on using 'spatial computing' will become the industry standard, but one thing is for sure - the search for the perfect label for new technologies is a never-ending journey.