The Significance of Naming in Shaping New Technologies
Exploring the Crucial Role of Technology Naming
In the ever-evolving landscape of technology, the names we assign to emerging innovations play a pivotal role in shaping perceptions and understanding. Back in 2017, an article titled “The Next Great Computer Interface Is Emerging—But It Doesn’t Have a Name Yet” highlighted the importance of nomenclature. Fast forward seven years, and the issue remains just as relevant, if not more so, as demonstrated by Apple’s recent directives regarding their Vision Pro headset.
Apple’s Unconventional Stance
Recent revelations from UploadVR indicate that Apple is taking a distinctive approach with its Vision Pro headset. Developers are instructed not to use familiar terms like VR, AR, MR, or XR. Instead, Apple advocates for the use of “spatial” or “spatial computing” to describe applications. Even the conventional term “headset” is discouraged in favor of “spatial computer,” with VR mode being simply referred to as “fully immersive.”
While the enforcement of these rules remains uncertain, the industry has witnessed a spectrum of reactions from insiders. The implications of such a move are being debated, touching on language philosophy and branding strategy within the tech giant.
Historical Precedents and Branding Battles
This isn’t the first instance of a tech company attempting to assert dominance in defining a category. In 2017, Google aimed for “immersive computing” as it entered the VR space, while Microsoft championed “mixed reality.” Facebook went even further by renaming the entire company to align with its vision of the “metaverse.” The struggle for linguistic consensus has been ongoing, with each company vying to shape the narrative around these transformative technologies.
The Evolution of Language in Technology
The journey of naming technology is reminiscent of the linguistic evolution seen in other fields. The term “movie” originated as “moving picture,” reflecting the transition from still images to dynamic visuals. Similarly, the word “computer” initially referred to a person performing calculations before transforming into a reference for machines. The introduction of automobiles was framed as “horseless carriages,” drawing parallels to today’s discussions around “driverless cars.”
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Cognitive Impact of Language
Understanding the impact of language requires delving into the realms of neuroscience, linguistics, and psychology. Words serve as gateways to a network of ideas and associations in our minds. Emerging technologies pose a unique challenge as our brains grapple with unfamiliar concepts. The labels we assign to these innovations shape our understanding and can either facilitate or hinder broader acceptance.
Business Implications of Terminology
The choice of words carries tangible consequences for the business of emerging technologies. A historical example involves AT&T’s reliance on a term in 1980 that led to underestimating the potential of mobile phones. The advice influenced AT&T to exit the hardware business, only to realize the oversight two decades later when mobile phones became ubiquitous.
The term “metaverse” offers a contemporary example, with varying interpretations causing confusion among industry leaders. The challenge lies in aligning diverse perspectives within the industry to ensure a unified understanding.
The Uncharted Territory of 3D Computing Interfaces
As we navigate the realm of 3D computing interfaces without a definitive label, the question of what will resonate with mainstream consumers remains unanswered. The journey of naming is a dynamic one, requiring careful consideration of evolving technology and its potential implications.
In conclusion, the importance of naming in the tech sphere goes beyond mere semantics; it influences perceptions, market dynamics, and the trajectory of innovation. As the tech industry grapples with the terminology surrounding spatial computing and other transformative technologies, the impact on businesses and consumers alike underscores the need for thoughtful and strategic language choices.
