The battle for the future of personal computing is extending into 3D content creation, and Vivo just threw down the gauntlet on the Android side. At its May 13th, 2024 launch event, Vivo unveiled its X100 Ultra flagship, notably featuring support for capturing both 3D photos and 3D videos. This makes Vivo the first major Android brand to directly counter Apple’s spatial video capabilities on the iPhone 15 Pro, potentially fueling ecosystems like the Apple Vision Pro with user-generated 3D content.
What makes Vivo‘s implementation noteworthy, and what does it signal about their XR strategy?
Going Beyond Apple: 3D Photos Join the Spatial Video Party
While Apple kicked off the trend by enabling spatial video (3D video) capture on the iPhone 15 Pro last December, Vivo’s X100 Ultra takes it a step further:
- 3D Video Capture: Allows users to record immersive videos viewable on compatible XR headsets.
- 3D Photo Capture: Adds the ability to capture still images with depth information, offering more creative possibilities than video alone for 3D viewing.
This dual capability gives the Vivo X100 Ultra a potential edge in versatility for users eager to create content for XR devices and AR glasses.
“Phone + XR”: Vivo’s Strategy Takes Shape with Rokid Partnership
This 3D camera feature isn’t just a spec bump; it’s reportedly the opening move in Vivo‘s emerging “Phone + XR” strategy. Hints of this direction include:
🔹 Retail Partnerships: Vivo began showcasing Rokid AR glasses in its brand stores around China’s May Day holiday.
🔹 Presentation Visuals: An image resembling Rokid‘s AR hardware appeared during the official Vivo X100 Ultra 3D feature demonstration.
Why Does This “Phone + XR” Approach Matter for the Future of XR?
Integrating 3D capture directly into flagship Android phones could be a game-changer for several reasons:
✅ New Competitive Edge: In the cutthroat premium smartphone market, where specs often plateau, 3D capture offers a tangible differentiator for Vivo.
✅ Accelerating XR Adoption: High costs and content scarcity are major roadblocks for AR/VR. Vivo‘s strategy tackles both:
*  Democratizing Creation: Puts 3D content creation tools into the hands of millions via their smartphones.
*  Affordable Viewing: Partnering with AR glasses makers like Rokid potentially offers lower-cost ways for consumers to experience this 3D content compared to high-end VR headsets.
✅ Boosting the 3D Content Ecosystem: Easier creation tools can fuel platforms and opportunities for 3D content creators and distributors in the XR space.
The Road Ahead: A New Battleground for Smartphone Giants in XR?
Vivo’s X100 Ultra marks a bold step in blending smartphone capabilities with the burgeoning XR world. While the ultimate success of the “Phone + XR” strategy remains to be seen, it clearly signals a new competitive arena where smartphone manufacturers will likely battle for dominance. Expect other Android players to follow Vivo‘s lead soon in the race for spatial computing features.
