With Apple’s long-anticipated entry into the XR (Extended Reality) space, many are wondering what this means for immersive tech as a whole.
Short answer? Absolutely.
With Apple’s long-anticipated entry into the XR (Extended Reality) space, many are wondering what this means for immersive tech as a whole. According to Jamie O'Donnell, co-founder and CEO of Boundless Immersive, the impact is overwhelmingly positive — not just for Apple fans or tech giants, but for users, creators, and agencies alike.
The XR industry has long grappled with the challenge of accessibility. For years, many potential users hesitated to try virtual reality, citing motion sickness, hardware complexity, or simply not knowing what to expect. That’s changing fast.
“Anything that gets people into a headset and helps them understand the benefits of that experience is a good thing,” Jamie says. “A lot of people now have tried a headset for the first time simply because they walked into an Apple Store and thought, ‘Oh, I’d love to try that out.’”
This shift is significant. When someone’s first experience with VR happens in a sleek, comfortable Apple retail setting one that’s designed to be approachable it breaks down the psychological and physical barriers that previously stalled adoption. Instead of skepticism, users now feel curiosity and even excitement.
That seemingly small step trying on a headset in-store has ripple effects throughout the industry. According to Jamie, we’re already seeing fewer objections and hesitations when introducing VR to new clients and users.
"Those early barriers like ‘I get motion sickness’ or outdated preconceptions about clunky hardware are becoming less common," he notes. "That’s a big win for the industry and for those of us building immersive experiences."
As VR and AR become more mainstream, they begin to resemble other mature technologies: accessible, intuitive, and increasingly essential. This new baseline is a game-changer for developers and agencies like Boundless, who can focus more on creativity and innovation instead of education and onboarding.
Apple’s presence in XR doesn’t just raise awareness it accelerates competition. With major players like Apple and Meta pushing for market leadership, innovation speeds up.
“There’s now a kind of race to keep developing and iterating on these devices,” Jamie says. “We’re seeing more and more integration of AI, especially with products like Meta’s smart glasses.”
This progress has real-world benefits. For agencies building immersive solutions, it means new tools and features with each hardware cycle much like how a new iPhone unlocks new app capabilities. For Boundless, that means being able to continually upgrade and evolve client experiences in ways that weren’t possible even a year ago.
The trajectory is clear: more intuitive hardware, smarter devices, and easier access for users. That evolution benefits everyone in the immersive tech ecosystem.
“Each leap forward gives us more opportunities to expand what’s possible in our projects,” Jamie concludes. “We can now deliver richer, more dynamic, and more intelligent VR experiences not in five years, but right now.”
Jamie O'Donnell, CEO of Boundless Immersive, sees Apple’s arrival in the XR space as a welcome boost to the industry. With broader exposure and reduced friction for first-time users, the entry of a major player helps dissolve longstanding barriers. At the same time, increased competition drives faster innovation, from AI-enhanced glasses to continually improving hardware, all of which benefit immersive creators and clients alike.
