Apple Vision Pro: Impressive specs, new way of interacting could help it break the VR curse
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2 years agoon
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Apple Vision Pro
Source: Apple
Apple‘s new Vision Pro headset has sparked a resurgence of interest in head-worn computers that immerse users in a virtual world.
Engineers have been dreaming about virtual reality since 1968 when a professor at the University of Utah built the first 3D VR headset, and since then some of the most powerful consumer electronics companies have released headsets, including Nintendo, Microsoft, Meta, Google, and Sony. None have been a hit.
Now Apple’s at the table and virtual reality experts and developers say it has a chance to succeed where others haven’t.
“When people ask me what’s really special about this announcement, in one word, it’s Apple. The largest tech company in the world and also the most responsible,” said Ori Inbar, co-founder of Superventures and the CEO of Augmented World Expo, an industry conference. “They always put everything behind every product they put out there. And that’s exactly the message they’re sending to the XR industry, but also to everyone else out there.”
Apple’s reputation and record afford it the benefit of the doubt when it comes to genuinely new technologies, and many consumers already own and like Apple’s products.
Apple commercialized the success of multitouch displays with the iPhone, which transformed the smartphone industry by showing the world a new way to interact with phones. It may be able to replicate that in the VR industry with the Vision Pro’s gesture and voice-based user interface. Unlike other headsets, it doesn’t require a controller.
“Part of the Apple effect is they’ve built up this brand equity, they’ve done it time and time again, across multiple categories, whether it’s the watch, music player, and of course, the smartphone,” said Tipatat Chennavasin, general partner at the Venture Reality Fund. “What I think is really interesting about it, too, is they clearly laid out for their vision for the future — this is the next iPhone, the next big platform.”
The Apple Vision Pro is significantly more powerful than nearly all competing products on the market. It’s equipped with two high-definition screens, a battery of cameras and sensors, and custom processors that reduce latency and lag. Put simply: It can do more than any other headset.
The increased horsepower under Apple’s goggles has also enabled a relatively new concept, sometimes called “XR,” “mixed reality,” or “passthrough,” or, as Apple dubs it, “spatial computing.”
The cameras on the outside of the Vision Pro can display the real world in near-real time inside the headset, which makes the technology less isolating, and addresses one long-time issue with virtual reality: Users can’t see what’s around them while they’re in virtual reality.
But Apple also has to change the public perception of virtual reality. The moment that everyday consumers wear headsets on a daily basis may still be years away.
Huge specs
The new Apple Vision Pro headset is displayed during the Apple Worldwide Developers Conference on June 05, 2023 in Cupertino, California.
Justin Sullivan | Getty Images
One notable aspect of Apple’s Vision Pro is that it has a lot of raw power and expensive parts. Past initial Apple products didn’t emphasize processor speed, display resolution, or specifications.
The Vision Pro does. A short and incomplete list of its components we know so far:
- Two Micro-OLED displays about an inch in diameter, each with the resolution of over a 4K television.
- An Apple M2 processor — the same as in a laptop — and a specialized R1 processor for cameras and other visuals.
- Eye tracking
- Six microphones
- 12 cameras and five sensors for monitoring hand gestures
All these specs put together means that the Apple Vision Pro operates at a higher level of fidelity than products currently on the market, like Meta’s $299 Quest 2, which uses a mobile processor and has lower resolution screens.
It also costs a whole lot more: It costs at least $3,499, and likely even more if users opt for custom lenses or other potential upgrades, like storage.
The powerful specs allow the Vision Pro to display the outside world through video feeds on the inside of the headset in real time, making it the first device to do both high-quality VR, which transports users to a virtual world, and AR, which integrates virtual objects into the real world.
“Apple seems to be all in on the notion that it will let you see out, but it will let you see out using cameras and passthrough and very, very, very, low latency and very, very, very, high-powered computing and processing applied to the problem,” said Avi Greengart, analyst at Techsponential, who demoed the headset earlier this week at Apple’s campus.
That’s compared to rival devices like Magic Leap and Microsoft Hololens, which use transparent displays, that require less processing power but offer lower-quality images.
This level of visual quality means that demos can be better, and that developers don’t have to limit themselves based on the hardware. There’s headroom for new experiences that require a lot of processing power.
It also establishes a floor for virtual reality experiences going forward: Once people have tried an Apple headset, with thousands of dollars of computing gear, it will be more difficult to use a cheaper headset without seeing the tradeoffs.
“Apple is unapologetically saying, in order to do VR, or AR, or what they’re calling ‘spatial computing,’ this is the experience you need to offer, and that’s the price point it’s going to cost,” said Greengart. “Anyone else coming out with a product at that price point would simply be dismissed as niche. But Apple, because of its history with consumer products, and because of its history iterating, you can expect the experience gets better over time, and the price comes down — well, hopefully it comes down.”
A new interface
Apple Vision Pro
Source: Apple
Just as the iPhone did, the Apple Vision Pro introduces a new kind of user interface.
The iPhone introduced multi-touch screens, replacing styluses and mechanical keyboards, and enabled web browsing and full-color maps on a pocket device.
“The user experience is always the most important aspect. The most important part of the iPhone wasn’t shrinking it down, the display quality, the multi-touch, but it was making that UX feel good and magical,” Chennavasin said.
The Apple Vision Pro replaces controllers with simple gestures. The user’s eyes become the cursor and a simple tap of the thumb and index finger selects a button.
“No other headset has really introduced eye-plus-pinch as the main interaction modality,” said Jamin Hu, technical chief of Doublepoint, a private firm working on software to enable gesture-based interactions. “Apple is the first one that we’ve seen focusing on building their entire operating system to support eye tracking.”
Apple Vision Pro
Source: Apple
Eye tracking often uses small sensors to see where the user’s gaze is resting. It works well, according to people who had controlled hands-on demos earlier this week. “Meta’s headset has a similar feature, but it doesn’t work nearly as well as it does on Apple Vision, if it works at all,” wrote CNBC’s Steve Kovach.
The controller-less, gesture-based interface has been a goal of the VR industry for years.
“I think it’s pretty well known in the industry that eye-plus-pinch is magical. It’s even faster than the computer mouse. And it’s easier to learn,” said Hu.
Apple even brought up its record on new computer interfaces as one reason to believe in the potential of Vision Pro.
“So in the same way that Mac introduced us to personal computing and iPhone introduced us to mobile computing, Apple Vision Pro will introduce us to spatial computing,” Apple CEO Tim Cook said at the launch.
The Apple ecosystem
Apple CEO Tim Cook stands next to the new Apple Vision Pro headset.
Justin Sullivan | Getty Images News | Getty Images
The VR industry has waited years for Apple’s formal entry. Developers and experts believed Apple could set the standard once it launched its own headset. It invented the iPhone, and it could be inventing the next major mainstream computing product now.
“You have this element that Apple never comes into an industry until they really know this is going to be something special,” said Sean Mann, CEO of RP1, a technology firm working to enable immersive online experiences.
Apple is likely to have the strongest pipeline of apps that could take advantage of the unique aspects of a virtual reality headset. It already has millions of software developers and the Vision Pro will support iPhone and iPad apps at launch. No other headset has that.
“Apple has the unique ability to catalyze developer interest in new platforms,” Greengart said. “For the Apple Vision Pro, the App Store is going to be there on day one.”
Plus, Apple has a product ecosystem it can integrate with, from iPhones, Apple Watches, and even the Mac. The headset can even function as a massive Mac monitor for getting work done.
Apple also has retail stores that are well-suited to be a first-experience in virtual reality for people who are curious about the technology. Apple’s headset needs significant configuration, including head scans and custom lenses for people who wear glasses — but if any company was well-suited to providing those demos to give them the best chance to elicit a “wow,” it’s Apple.
“No one else in the industry has what Apple has. Apple has the phone, they have the watch, they have the desktop, and now they have a headset, and they all work with each other,” Mann said. “Something that I capture on my cell phone now could easily be shown in my new Vision Pro, and that ecosystem doesn’t exist in any other VR manufacturer.”
Getting developers excited for an untapped market
Source: Apple
The industry is still nascent. Data from Forrester, a research firm, found that 79% of online adults don’t currently use a VR headset.
“It can be read as, ‘My gosh, most people aren’t going to use this device’ or it can be read as, ‘Hey, there’s an opportunity to now penetrate an untapped market with something that will help everyday users,” said Mike Proulx, a research director at Forrester.
It’s expected to be a low-volume product, however, selling hundreds of thousands of units over the year, according to TFI Securities analyst Ming-Chi Kuo, versus the tens of millions of iPhones Apple sells in a quarter.
But many people in the VR industry think that’s fine for this kind of product, which isn’t meant for the mainstream yet due to its price, its clunky battery pack and its novelty.
Instead, it’s possible to see the Apple Vision Pro as a sort of developer’s kit. Sure, some Apple fans and enthusiasts will buy it, and everyone wants to try it, but what it’s really doing is kicking off a gold rush for software developers to make must-have apps for the platform.
Eventually, like other computers, prices for Apple’s Vision could come down, updated models could become slimmer and lighter, and it could become a must-have like a smartphone.
“I talked to a lot of developers who are already in the XR space, and all of them have said they’re interested in getting this headset and getting their hands on it and using it. Every single one of them,” said Anshel Sag, an analyst at Moor Insights.
When the iPhone introduced multi-touch, advanced phone cameras, and mobile internet, it birthed Uber and Instagram. Now, it costs $3,500 to start tinkering with software that could become an everyday experience for regular people as the market potentially expands.
“If you could’ve gotten the iPhone two or three years before it was released, and had access to understand the hardware, don’t you go for that? How much would you pay for that? This is the future today,” Chennavasin said. “If I was a developer, $3,500 is a small price to pay for that.”
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Technology
What to expect from new crypto legislation on the crime prevention side of it
Published
25 mins agoon
January 12, 2025By
admin
Republican presidential nominee and former U.S. President Donald Trump gestures at the Bitcoin 2024 event in Nashville, Tennessee, U.S., July 27, 2024.
Kevin Wurm | Reuters
With the levers of power in Washington, D.C., about to change hands, a raft of pro-crypto legislation is expected from Congress and the Trump administration. To date, there’s been less focus on the cybersecurity side of the political effort, which could be an issue for crypto in relation to its popularity among a wary U.S. population.
Cryptocurrency, which includes not just bitcoin but ethereum, dogecoin, and others, has a faithful following among American adults. According to the Pew Research Center, 17% of American adults have traded in crypto, but that market share of American wallets has remained virtually unchanged since 2021. Meanwhile, according to a poll Pew conducted shortly before the election, 63% of adults say they have little to no confidence in crypto investing or trading, and don’t think cryptocurrencies are reliable and safe.
The incoming Trump administration has been touting its crypto bona fides, with a focus on the industry rather than the consumer.
“The No. 1 most important priority for the industry is to make sure they have a regulatory framework so that they can do business,” said Dusty Johnson (R-South Dakota), who helped author the Financial Innovation and Technology for the 21st Century Act (FIT21) that addresses the treatment of digital assets under U.S. law. The law passed in the House with bipartisan support but has not been taken up by the Senate.
FIT21 did contain specific crypto-cybersecurity provisions, which Johnson predicts will be built upon in the new administration.
Glenn “GT” Thompson (R-Pennsylvania), Chairman of the House Committee on Agriculture and a co-author of FIT21, says the cybersecurity provisions in the bill are still key in the upcoming administration.
“FIT21 requires important cybersecurity safeguards for financial intermediaries engaging with digital assets,” Thompson said in a statement to CNBC, adding that FIT21 includes explicit provisions to ensure that regulated firms take steps to evaluate and mitigate cyber vulnerabilities to protect both the services they offer and assets they hold on behalf of their customers.
“These cybersecurity requirements are critical for protecting digital asset markets and market participants,” Thompson said.
Some experts, however, doubt that there will be as much action on the security side of the legislation, given that crypto proponents are closely advising the Trump administration.
“Personnel is policy,” says Jeff Le, vice president of global government affairs and public policy at Security Scorecard and a former assistant cabinet secretary in the California governor’s office. The top ranks of the incoming economic team, made up of SEC Chair-designate Paul Atkins, Commerce Secretary Howard Lutnick, and Treasury Secretary-designate Scott Bessent, “have had a track record of supporting cryptocurrencies,” Le said.
Among other major posts in his second administration, President-elect Trump has appointed venture capital investor David Sacks to be his AI and crypto “czar.”
Crypto industry’s role in political realignment
The crypto industry donated significant sums to the 2024 election cycle, contributions that were not limited to the GOP, but focused more broadly on lawmakers with an industry-friendly view of crypto regulation. It’s likely that will continue to influence political calculations. The pro-crypto and bipartisan super PAC Fairshake and its affiliates have already raised over $100 million for the 2026 midterm elections, including commitments from Coinbase and Silicon Valley venture fund Andreessen Horowitz, an early backer of Coinbase. Top Andreessen Horowitz executives have been tapped for roles in the Trump administration.
“We have the most pro-crypto Congress ever [in] history, we have an extraordinarily pro-crypto president coming into office,” Faryar Shirzad, chief policy officer at Coinbase, recently told CNBC.
“It is rare to see cryptocurrency proponents advocate for increased regulation in the space, regardless of reason,” said Jason Baker, senior threat intelligence consultant at GuidePoint Security.
Baker says the anonymity and independence of cryptocurrency are often cited as primary benefits that legislation would curtail, and cryptocurrency’s decentralized nature makes it hard to regulate in a traditional sense.
“Given current signaling from the incoming administration and the interests of cryptocurrency proponents influential to the administration, we do not anticipate significant advances in cryptocurrency regulation within the next four years,” Baker said.
If there isn’t much action on regulation, there are some obvious ramifications for cybersecurity, he said, driven by the correlation between a pro-crypto Washington, D.C., and bullish bets by investors on digital assets.
“Cybercrime is often driven by benefits from increasing cryptocurrency value. In ransomware, for example, ransoms are commonly demanded in USD, but payments are made most frequently in bitcoin. When the value of bitcoin increases, cybercriminals will benefit,” Baker said.
The value of bitcoin has risen significantly over the past three months in what has been a risk-on market environment.
“Future de-emphasis on cryptocurrency regulation may positively signal that cybercrime operations in bitcoin remain viable and unlikely to suffer government disruption to operators in the space,” Baker said.
Cybercriminals have also been changing tactics to evade legislation and scrutiny, Baker added, switching to more under-the-radar cryptocurrencies like Monero.
Ransomware’s potential role in Congressional action
Baker predicts regulation centered on organizations issuing cryptocurrency payments — whether in the form of a ransom payment or for other purposes — is more likely achievable and palatable in the current regulatory environment.
“This could include, for example, increased requirements for reporting ransom payments when made, a policy which has been floated without gaining substantial traction in recent years,” Baker said. This approach can be argued as regulating end users and purposes rather than the underlying cryptocurrency itself.
In addition to ransomware payments to restore access to technology systems, there are other reasons why payment in cryptocurrency is common in digital extortion schemes, including to protect the identity and operational security of the criminal. Private organizations may also opt to use crypto to purchase leaked data or credentials which have been made available on illicit forums.
There could also be situations where private individuals attempt to report and receive payment for discovered vulnerabilities under a “bug bounty” program — whether voluntary or coerced (so-called “beg bounty”). They may request payment in cryptocurrency out of personal preference or general desire for privacy, and private organizations may or may not oblige.
“While there are doubtless other options for organizations to use cryptocurrency in some form, these are the primary forms we see on a regular or more frequent basis,” Baker said. “Though such actions would almost certainly have downstream impacts on cryptocurrency value by virtue of their impact on transaction volume,” Baker added.
Steve McNew, global leader of blockchain and digital assets at FTI Consulting, thinks some cyber-crypto legislation may happen, especially governing when a company victimized by a ransomware pays their attackers in cryptocurrency.
“There’s more than just public policy at issue,” said McNew. If a company has been compromised in a cyberattack and is required to make public disclosure of the ransoms it paid out, it can result in the company becoming a bigger future target for other criminal enterprises, McNew said. While it might make sense, on one hand, to provide disclosure as to where funds are going and what cryptocurrencies were used in a payment, doing so can put the company (and by extension its customers, employees and partners) in harm’s way.
“So, any policy decisions around cryptocurrency disclosures in this context will require balancing the need for transparency around the use of cryptocurrency in criminal matters alongside the risks such transparency might exacerbate,” McNew says.
Though FIT21 passed the House with broad bipartisan support, it did not address these issues specifically.
Le expects some legislation action that may attempt to address this topic. “The next Congress could see more traction for proposed legislation like Cryptocurrency Cybersecurity Information Sharing Act of 2022, which allows companies to share information regarding cybersecurity threats with the federal government and with one another,” he said.
Le said Congress may also revisit the work of outgoing Financial Services Chair Patrick McHenry (R-North Carolina) and Rep. Brittany Pettersen (D-Colorado) and the Ransomware and Financial Stability Act of 2024, which aimed at “strengthening the resilience of the U.S. financial system against ransomware attacks, establishing clear protocols for ransom payments, and ensuring that such payments, including those involving cryptocurrencies, are made within a controlled and legally compliant framework.”
But he added that it is unclear if the Trump administration will continue the Biden administration’s leadership role in the International Counter Ransomware Initiative, a 68-country coalition aimed at preventing the payments of ransomware.
The broader bitcoin governance battle
McNew says that many basic parameters surrounding crypto, even down to its definition, could hamstring legislation, even aspects of it intended to foster innovation and adoption of the industry.
“U.S. lawmakers have work to do in determining roles, responsibilities, and basic parameters for how the industry will be governed before any meaningful legislation can take hold,” McNew said. As an example, establishing a designated authority for digital assets is an imperative that has yet to be addressed.
Basic governance structure was a major sticking point during the Biden administration, and a primary reason Securities and Exchange Commission Chair Gary Gensler was a thorn in the side of the crypto industry.
“Lawmakers must decide whether responsibility will fall under the SEC, the CFTC, or another body. Issues around taxation and broker-dealer definitions for digital assets markets will also need to be defined and provided with a set of clear rules for legislation to be effective,” McNew said, adding that given how closely divided the House will be in the next session, it may be tough to craft an agreement.
Technology
Ahead of looming ban, TikTok creators ask fans to find them on Instagram or YouTube
Published
2 hours agoon
January 12, 2025By
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Jakub Porzycki | Nurphoto | Getty Images
Before Jack Nader started posting beauty videos on TikTok in 2023, he was working as a Starbucks barista in Chicago and living at home with his parents.
But after Nader, who’s now 21, started taking his videos seriously in April of that year, his TikTok account blew up. With more than half a million followers, he was able to generate enough income through brand sponsorships and his share of ad revenue that he quit his coffee shop gig and got his own apartment.
“This is my 9-to-5 job,” Nader, who said he makes between $1,000 and $12,000 per month as a creator, told CNBC. “This is what I do to make a living. This is how I pay for my groceries. This is how millions of small businesses make their money.”
Nader’s new reality, however, is far from stable. TikTok, which is owned by China’s ByteDance, is nearing a Jan. 19 deadline by which it has to be sold, or it faces a ban in the U.S. Like many other creators who have come to rely on TikTok, Nader has been urging his fans to find him on other social media apps before he potentially loses them altogether and the substantial income stream that they represent.
“Not everyone from my TikTok following is going to come over, and that’s really sad,” Nader said.
The TikTok risk has been present for years, but was amped up in April, after President Joe Biden signed a law that requires ByteDance to divest the short-form video app this month. If ByteDance fails to sell TikTok in time, Apple and Google will be forced by law to ensure their platforms no longer support the app in the U.S.
President-elect Donald Trump, who favored a TikTok ban during his first administration, has since flip-flopped on the matter. Late last month, he urged the Supreme Court to intervene and forcibly delay implementation of Biden’s ban to give him time to find a “political resolution.” His inauguration is Jan. 20.
Trump’s rhetoric on TikTok began to turn after he met in February with billionaire Jeff Yass, a Republican megadonor and a major investor in ByteDance who also owns a stake in the owner of Truth Social, Trump’s social media company.
The Supreme Court heard oral arguments from both sides on Jan. 10. During the more than two-hour session, justices peppered TikTok’s head lawyer with questions about the app’s ties to China and appeared generally unconvinced by TikTok’s main argument, that the law violates the free speech rights of its millions of individual users in the U.S.
On Thursday, businessman Frank McCourt’s internet advocacy group Project Liberty announced it had submitted a proposal to buy TikTok from ByteDance. Calling it, “The People’s Bid for TikTok,” the group said it would restructure the app to exist on an American-owned platform and prioritize users’ digital safety, though it didn’t disclose terms of its bid.
Jack Nader, 21 of Chicago, is a full-time TikTok creator who has begun moving his content from the Chinese-owned app onto Meta’s Instagram Reels and Alphabet’s YouTube Shorts.
Courtesy of Jack Nader
A ruling could come at an point. Nader isn’t waiting for a resolution to figure out what’s next.
He’s currently downloading four or five of his TikTok videos each day to save them as he migrates his content to Meta’s Instagram Reels and Alphabet’s YouTube Shorts. After downloading the videos, Nader re-edits them, optimizing the clips for each app.
“It took me over a year and a half to build the following that I have right now on TikTok to make it my full time job,” Nader said. “Now it’s kind of about rebuilding that entire brand on another platform, which is not ideal.”
Nader said he isn’t yet making any money from Reels or Shorts.
‘This isn’t just a silly app’
Danisha Carter, 27, is in a similar spot. A resident of Los Angeles, Carter has been a full-time creator since 2021, posting social commentary and lifestyle videos. Although she’d known about the TikTok ban for months, she said she had a wake-up call in the middle of the night in November.
“I need to start taking this seriously before I lose access to the platform that I built and the followers that I built,” Carter said, recalling her panicked realization. “I need to not waste any more time.”
Carter, who previously worked in luxury retail, has ended her TikTok videos by telling her followers that they can find her on YouTube, Instagram and Patreon.
“This isn’t just a silly app that people have been using to post dance videos,” said Carter, who makes about $4,000 per month on average from her TikTok activity. “It’s been remarkable in terms of changing people’s lives, changing people’s businesses.”
Danisha Carter, 27 of Los Angeles, is a full-time TikTok creator who has begun ending her videos by asking her fans to follow her on YouTube, Instagram and Patreon before the Jan. 19 law banning the Chinese-owned app takes effect.
Courtesy of Danisha Carter
TikTok could still find a way to stay operational in the U.S., but if the app does get suspended, YouTube, Facebook and Instagram are poised to be the biggest winners in the fallout, experts predict.
TikTok has about 115 million monthly active users in the U.S., well behind YouTube at 258 million and Facebook at 253 million, according to market intelligence firm Sensor Tower. Instagram has 131 million. Short videos, the kind that mimic clips on TikTok, are gaining viewership across those apps, accounting for about 41% of user time on Instagram, Sensor Tower data shows.
While TikTok has a smaller userbase in the U.S. and lower share of total ad dollars than its top rivals, it’s the dominant platform for creators, particularly those focused on short-form content.
Influencer marketing platform HyperAuditor defines a creator as a user with over 1,000 subscribers. TikTok has nearly 8.5 million people in the U.S. who fit that category, compared with about 5.2 million on Instagram and 1.1 million on YouTube, according to HyperAuditor.
Meanwhile, TikTok accounts for 9% of digital ad spend on social media platforms in the U.S., according to Sensor Tower, compared to 31% for Facebook, 25% for Instagram and 21% for YouTube.
Should TikTok go away, “this equates to billions of dollars potentially up in the air for competitors to seize,” Sensor Tower told CNBC in an email. Emarketer estimates that Meta and YouTube could grab about half of the reallocated dollars should a ban go into effect.
That type of market shift has taken place elsewhere. India banned TikTok in June 2020, when the app had about 150 million monthly users in the country. A year later, Instagram’s monthly active users in India had increased by 20% while YouTube’s had gone up 11% year-over-year, according to Sensor Tower estimates.
“That’s when we saw the biggest jump in Reels utilization ever,” said Meghana Dhar, a former Instagram executive who was at the company at the time of the India ban. “Should TikTok get banned and creators have to scramble, between YouTube Shorts and Instagram, a lot of creators are already hedging their bets.”
At Meta, leaders within Instagram scheduled numerous impromptu meetings on Friday after listening to the oral arguments before the Supreme Court, a person familiar with the matter told CNBC. Though many within the company had long expected TikTok would remain active in the U.S., leaders at Instagram began directing their teams to prepare for a potential influx of users should the ban go through, said the person, who asked not to be named due to confidentiality.
(L-R) Sarah Baus of Charleston, S.C., holds a sign that reads “Keep TikTok” as she and other content creators Sallye Miley of Jackson, Mississippi, and Callie Goodwin of Columbia, S.C., stand outside the U.S. Supreme Court Building as the court hears oral arguments on whether to overturn or delay a law that could lead to a ban of TikTok in the U.S., on January 10, 2025 in Washington, DC.
Andrew Harnik | Getty Images
Need to diversify
Kristina Nolan, vice president of media services at marketing agency DMi Partners, said the TikTok situation is the latest example of why social media creators should always be diversifying their followings.
“We’re consistently reminding them to create audience depth on other platforms,” said Nolan, whose agency works with more than 50,000 creators.
In recent weeks weeks, DMi has seen more of its creators start to migrate followers elsewhere in a variety of ways, Nolan said. But they have to be careful. Nolan said that some creators worry that TikTok will “shadow ban” them, or reduce their exposure to users, if the technology recognizes that they’re promoting profiles elsewhere.
Some creators will suggest followers find them on “fbook,” for example, rather than writing out Facebook. Others will bleep out just enough words to get the message to their followers while hoping to avoid TikTok’s detection, Nolan said. Some creators are teaming up with brands to incentivize users by holding prize giveaways for users who follow them on other apps, she added.
“They’re obviously not saying, ‘Come over to Instagram,'” Nolan said. “They’re like, ‘Go follow me on’ and they’re mouthing it.”
After working on a horse farm, Nealie Boschma, 27, was able to move to Los Angeles and live full-time as a creator after starting to post videos to TikTok in 2022.
Courtesy of Nealie Boschma
Even with multiple other options for finding large audiences, creators are worried about trying to rebuild their business and whether enough followers will migrate with them.
“Whatever is going to happen is going to happen, and we’re just going to make the most of it,” said Nealie Boschma, 27 of Los Angeles, who has been living as a full-time creator since 2022. “That’s just how I have to look at it, so I don’t panic.”
Despite the potential upheaval, Boschma, said she views the potential ban as an opportunity to expand her career and get more creative.
Boschma started making TikTok videos after quitting her job working on a horse farm, choosing to live off of her savings while experimenting as a creator. Boschma’s bet on herself worked and she’s earned enough to live in Los Angeles, paying for her own place and a car.
Now she’s making sure her TikTok fans see the links to her other profiles so they can find her on other apps, including YouTube. If the ban goes through, Boschma said she plans to make a video specifically asking her fans to follow her elsewhere.
It’s going to be quite a lift, as she currently has 2 million TikTok followers compared to just 278,000 on YouTube. But Boschma said she is going to try her hand at making longer-form videos, something she’s always wanted to explore.
“Whether TikTok goes away or not, I do think something will work out” Boschma said. “I’ll find my footing in other places, like I did on TikTok.”
WATCH: Supreme Court likely to uphold TikTok ban, says Christoff & Co. CEO Niki Christoff
Technology
Mark Zuckerberg slams Apple on its lack of innovation and ‘random rules’
Published
19 hours agoon
January 11, 2025By
admin
Meta CEO Mark Zuckerberg appears at the Meta Connect event in Menlo Park, California, Sept. 25, 2024.
David Paul Morris | Bloomberg | Getty Images
Meta CEO Mark Zuckerberg slammed rival tech giant Apple for lackluster innovation efforts and “random rules” in a lengthy podcast interview on Friday.
“On the one hand, [the iPhone has] been great, because now pretty much everyone in the world has a phone, and that’s kind of what enables pretty amazing things,” Zuckerberg said in an episode of the “Joe Rogan Experience.” “But on the other hand … they have used that platform to put in place a lot of rules that I think feel arbitrary and [I] feel like they haven’t really invented anything great in a while. It’s like Steve Jobs invented the iPhone, and now they’re just kind of sitting on it 20 years later.”
Zuckerberg added that he thought iPhone sales were struggling because consumers are taking longer to upgrade their phones because new models aren’t big improvements from prior iterations.
“So how are they making more money as a company? Well, they do it by basically, like, squeezing people, and, like you’re saying, having this 30% tax on developers by getting you to buy more peripherals and things that plug into it,” Zuckerberg said. “You know, they build stuff like Air Pods, which are cool, but they’ve just thoroughly hamstrung the ability for anyone else to build something that can connect to the iPhone in the same way.”
Apple defends itself from pushback from other companies by saying that it doesn’t want to violate consumers’ privacy and security, according to Zuckerberg. But he said that the problem would be solved if Apple fixed its protocol, like building better security and using encryption.
“It’s insecure because you didn’t build any security into it. And then now you’re using that as a justification for why only your product can connect in an easy way,” Zuckerberg said.
Zuckerberg said that if Apple stopped applying its “random rules,” Meta’s profit would double.
He also took shots at Apple’s Vision Pro headset, which had disappointing U.S. sales. Meta sells its own virtual headsets called the Meta Quest.
“I think the Vision Pro is, I think, one of the bigger swings at doing a new thing that they tried in a while,” Zuckerberg said. “And I don’t want to give them too hard of a time on it, because we do a lot of things where the first version isn’t that good, and you want to kind of judge the third version of it. But I mean, the V1, it definitely did not hit it out of the park.”
“I heard it’s really good for watching movies,” he added.
Apple did not immediately respond to a request for comment from CNBC.
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