Magic Leap apparently does not seem that it's too early to hold its first developer conference, complete with "a live streamed keynote, multiple partnerships and many demonstrations on stage." The company shared the news today with Engadget, who said the conference is scheduled for October 9-10 in Los Angeles, with registration opening soon.
For reasons I could not explain initially, the message feels too early. And after thinking about it, I understand why: Given Magic Leap's track record, as well as today's pricing and ultra-limited availability of Magic Leap One Creator Edition, an Apple style core feels like a year early. Should anyone really care about an input for a product that almost no owner, and as it is currently designed, will no regular customer purchase?
In a recent interview with VentureBeat, Magic Leap's CEO told Hype whether the company's work was out of control as soon as Google made an investment. It can be credible if there was not so much evidence of the opposite ̵
It could have been quiet during the development, but instead actively stuck the audience's imagination with a lot of "head exploded" -aliber hype and it proved to be good-to-be-true demo videos. Meanwhile, it raised an incredible amount of money, defended against hype-deflating reports, and sought creative lanes for an Easter-egg launch while constituting its relationships with Lucas film and legendary game developers. During the process, it also broke through key marketing leaders, including one who said he was asked to confuse the reality of the upcoming product – a particular condemnation by anyone in marketing.
The basic concept of a developer conference, namely bringing developers together for technical sessions, is by no means strenuous. And the company apparently plans at least 30 of these sessions, including how to use the hardware CPU, GPU and spatial audio features. All that is required is a critical mass of Magic Leap developers who are either willing or willing to visit Los Angeles – if the company thinks it has enough of those to be shown on an event, good.
But unless Magic Leap is ready to make some serious news about developments that will actually do something for the public, it's too early for a spoken language. Add page to the widespread negative comments about the company's previous live online demos, which journalists and readers usually struggle. The core problem for me is that it is not a consumer product at this stage (or probably coming soon) worthy of a public key.
iFixit demolished a Magic Leap One this week, and concluded that the hardware was rushed out to get something in the developers' hands. In other words, it is not clear to regular customers, and still seems to have a lot of work to come forward to get to that point. No matter how cool technology can be, everyone in the technological world sees almost all red flags immediately after learning that the hardware requires white gloves fit fit and (for glasses users) non-prescription lenses.
I have no problem with Magic Leap as a company and applaud it to have both moxie and where to create a brand new data platform: a proprietary display technology, a complete AR headphone, a brand new computer and a new operating system, complete with its own conceptual paradigms. There is much to be proud of there and many people left to learn about how everything works.
At this time, however, the hardware is out there and potential users can choose to buy it (or not) for $ 2,295. Instead of wasting time on talk and hype, it's time for Magic Leap to use all of its resources to (quickly) complete a product people will actually buy. Until the price drops radically and the user process becomes almost universal and foolproof, this technology has no chance of becoming important to anyone apart from a small pool of wealthy people. Most will quickly move on to the first competing platform that will get the price and match the issues right.