How Apple Marketed a Developer Platform Not a VR Headset

In this episode, we unpack Apple's product marketing strategy for the Vision Pro – launched in early 2024 but still a case study in platform positioning. Despite selling under 500,000 units in its first year, Apple prioritized developer labs, spatial computing SDKs, and enterprise partnerships over consumer ads. Lucas and Luna explore how Apple marketed an ecosystem opportunity rather than a device, turning skeptics into builders. We discuss the marketing playbook behind the 'spatial computer' label, the curation of launch apps, and why developer experience became the core message. Also: how Apple's tactic of letting developers try the device in person at Cupertino and key cities created a flywheel of demos and word-of-mouth. A masterclass in product marketing that treats developers as the first customers. #Apple #VisionPro #SpatialComputing #ProductMarketing #DeveloperFirst #GoToMarket #PlatformStrategy #HardwareLaunch #AppStore #SDK #DeveloperRelations #ApplePark #Cupertino #Enterprise #MixedReality #MarketingCaseStudy #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo