There's been a shift in attention from the metaverse to the Apple Vision Pro. Brands have been testing immersive experiences and integrating them into users' real-world environments. Companies like e.l.f. Beauty have been seeing 50% higher conversion rates on their Vision Pro apps compared to their mobile apps. Wayfair, Lowe's, and J.Crew have released apps for Vision Pro that let users experience products through the headset. Any kind of experience designed for the headset is helping brands stand out at this point.