Shortly after asserting the official launch date for its first augmented actuality headset, the Imaginative and prescient Professional, Apple launched its first advert for the gadget.

The Imaginative and prescient Professional is coming barely sooner than anticipated, on Feb. 2, with pre-orders opening on Jan. 19. We already know fairly a bit in regards to the gadget, which was initially introduced in June 2023 — it is a complete new product class for Apple, with an accompanying, new platform, Imaginative and prescient OS, and a wholly completely different technique to work together with apps, video games, and video.

So how’s Apple promoting it to us? Principally by not even mentioning it in any respect.

The advert for the Imaginative and prescient Professional, titled “Get Prepared,” merely reveals inserts from well-known films and TV reveals, with characters similar to Luke Skywalker, Snoopy, Geordi La Forge, and Iron Man, placing on some form of head-worn gadget, be it a helmet, bike goggles, or a visor. The advert ends with a lady placing on the Imaginative and prescient Professional and seeing the gadget’s person interface.

In some ways, the advert is just like Apple’s first advert for the iPhone, titled “Hiya,” which consists of a montage of film clips with numerous well-known actors merely saying “hi there” right into a cellphone.

The concept, we reckon, is to convey the concept that the Imaginative and prescient Professional is merely a gateway into a brand new universe of content material. It is easy and efficient, and it underlines the significance of Imaginative and prescient Professional for Apple: It is the corporate’s first fully new product class for the reason that Apple Watch, which launched in 2015.