top of page
  • Writer's pictureNico Fara

Apple's Metaverse is here, right now and it's not what you think

As technology progresses, the concept of the metaverse, a collective virtual shared space, has captivated the imagination of users and developers alike. Apple, a company known for its innovative prowess, has taken a significant step into this burgeoning realm not by creating a new platform, but by evolving an existing one. Apple is redefining virtual interactions; transitioning FaceTime from a video calling app in the mobile computing era to a full blown metaverse in the spatial computing era.

Apple's Future Metaverse
created by @ftravassos_art

The Evolution of FaceTime

Traditionally, FaceTime has been a staple of Apple’s ecosystem, offering video and audio calls that connect users across the globe. With the Apple Vision Pro, FaceTime transcends its original purpose, morphing into a platform that offers a glimpse into the future of virtual interaction. The integration of spatial audio and video immerses users in a more lifelike conversation environment, simulating physical presence in a digital space.

Introduction of Personas

The beta launch of “Personas” marks a significant leap towards a more immersive metaverse experience. By scanning users’ faces to create hyper-realistic avatars, Apple leverages generative AI to bring a personal touch to virtual interactions. These avatars, set against spatially aware backgrounds, enhance FaceTime calls by adding a layer of realism and personalization previously unseen in digital communications.

Multiplayer Features and Beyond

Borrowing a page from the gaming world and existing metaverse platforms, Apple introduces multiplayer functionalities within FaceTime. This feature allows multiple users to interact in a shared virtual space, making conversations more dynamic and engaging. It’s a step that not only enriches social interactions but also hints at the potential for collaborative and recreational activities within Apple’s ecosystem.

SharePlay: Facilitating Shared Virtual Experiences

SharePlay, a feature that allows users to watch movies, listen to music, or play games together while on a FaceTime call, is fundamental to Apple’s metaverse vision. This feature creates a shared virtual space where interactions go beyond conversation, enabling users to enjoy collective experiences despite physical distances. Through SharePlay, FaceTime evolves into a dynamic platform where the lines between physical and digital gatherings blur, offering a glimpse into the potential of a fully-realized metaverse.

The Future of FaceTime and Apple’s Metaverse

The introduction of full-body avatars and the expansion of FaceTime’s functionalities are on the horizon. This evolution will transform FaceTime from a simple communication tool to a comprehensive platform for social interaction, work, and play within the Apple metaverse. As these avatars and virtual spaces become more sophisticated, the lines between digital and physical realities will blur, offering users a seamless, immersive experience. This evolution will not only transform how we connect with others but also redefine the very concept of shared experiences.


In positioning FaceTime, augmented by SharePlay and Personas, as the foundation of its metaverse, Apple takes a unique approach to virtual spaces. Rather than constructing a new platform from scratch, Apple builds on the familiar, transforming an everyday communication tool into a gateway to the metaverse. This strategy not only leverages Apple’s strengths in design and user experience but also signals a future where the metaverse is integrated into our daily lives, making virtual interactions as meaningful and rich as physical ones. Through FaceTime and SharePlay, Apple invites us to imagine a future where our digital and physical realities are interconnected, laying the groundwork for a metaverse that is truly human-centric.


Ready to transform your brand for the spatial computing era? Let’s make it happen. Contact us at to discuss further.

33 views0 comments


bottom of page