The transition from VR to XR represents a new technological revolution. Apple has reportedly broken tradition by forming a specialized team called the Vision Products Group (VPG) to develop their new mixed reality headset, Vision Pro. This move marks a departure from Apple’s previous “functional” management structure, which was established by Steve Jobs in the 1990s.
A significant growth potential for virtual reality
Under Jobs’ leadership, product development efforts were spread across various departments such as hardware, software, design, and services. This approach avoided creating separate product teams for individual hardware products like Mac, Watch, iPad, and iPhone.
The Vision Products Group, as an independent entity, operates separately from Apple’s main software and hardware engineering departments. However, it still collaborates with other teams within Apple, including design and operations overseen by COO Jeff Williams, the chip unit responsible for M2 and R1 processors led by Johny Srouji, and iOS/macOS frameworks managed by Craig Federighi’s software engineering group.
VR metaverse products
Initially, there were speculations that the dedicated group would disband after the unveiling of Vision Pro at WWDC in June. Nevertheless, the team has not only endured but also undergone a rebranding to signify its continued responsibility for developing Vision Products. This indicates that the team is poised to remain operational for future product iterations.