From Vision Pro to iPhoneLede
Mark Drummond, who previously managed the team responsible for the Vision Pro’s ‘Encounter Dinosaurs’ demo at Apple, is launching a new venture that bets against high-end headsets.[1] His company, Pixi, is introducing an iPhone app focused on augmented reality storytelling that will become available in the coming weeks. The move represents a pivot from the immersive, but isolated, world of AR headsets to the accessible and ubiquitous smartphone.
Interactive AR GreetingsEvent Summary
Pixi is designed to function as an AR-powered greeting card service. The app allows users to select an animated character and scenario, attach a personal message, and send the experience to contacts through platforms like iMessage or WhatsApp.[2] When a recipient opens the message, the 3D character appears in their real-world environment through their phone's camera. During a demonstration, characters like an animated feline and a robot could tell jokes or play simple games. The experience is designed to be lightweight and easily shareable, focusing on brief moments of interaction.
The Case for MobilePublisher Context
The decision to build for mobile stems from Drummond's experience developing for the Vision Pro, where he realized that iPhones and iPads were surprisingly effective. He contends that while the headset is a remarkable piece of technology, it is also "kind of lonely" and separates users from their surroundings. In contrast, a phone-based experience is inherently more social, as "People can lean in over your shoulder."
This view is compounded by the practical realities of the market. The high price of devices like the Vision Pro limits adoption, with Drummond noting it "doesn’t have great market penetration." Smartphones provide a ready-made platform with billions of users, avoiding the high barrier to entry that currently constrains the headset market.
This view is compounded by the practical realities of the market. The high price of devices like the Vision Pro limits adoption, with Drummond noting it "doesn’t have great market penetration." Smartphones provide a ready-made platform with billions of users, avoiding the high barrier to entry that currently constrains the headset market.
On-Device IntelligenceOutlook
Pixi's technology relies on the growing power of on-device processing. Drummond states that making a character feel present requires it to be attentive, and "This kind of attention is only possible through on-device AI." The app uses machine learning to interpret a viewer's facial expressions, such as making a character conclude its act after detecting a smile. It also downloads custom models to recognize objects in a user's environment, enabling more dynamic interactions.
Looking ahead, Drummond believes phones will maintain their edge over glasses for complex AR. He suggests that upcoming AR glasses will likely have power constraints similar to smartwatches, relegating them to simpler tasks like displaying notifications. For the rich, interactive entertainment he envisions, the computational power of the smartphone will remain essential for years to come.
Looking ahead, Drummond believes phones will maintain their edge over glasses for complex AR. He suggests that upcoming AR glasses will likely have power constraints similar to smartwatches, relegating them to simpler tasks like displaying notifications. For the rich, interactive entertainment he envisions, the computational power of the smartphone will remain essential for years to come.
A Pragmatic BetWrapup
Pixi's launch marks a pragmatic counterpoint to the industry's focus on dedicated AR hardware. While companies invest billions in creating the next computing platform through headsets and glasses, Drummond's venture places a firm bet on the present. By leveraging the device already in everyone's pocket, Pixi aims to build a user base and develop interactive AR concepts now, rather than waiting for a future hardware paradigm to mature. It is a strategy that prioritizes immediate market access and social engagement over ultimate technological immersion.