Will VR Finally Make it Through the ‘Hype Cycle’ Now Apple is in the Game?

Research shows that VR struggles to live up to its potential and that its appeal is curbed beyond any initial excitement. As a result, the technology is used less than other entertainment devices due to barriers specific to the medium that either prevent engagement or accumulate to cause the user to decide to stop engaging entirely. There is therefore a need to minimise or modulate these frictions, which Apple’s new product may help with.