Photo: Apple
Apple’s Vision Pro Headset Dominates Enterprise Market
May 5, 2024
Apple’s Vision Pro headset, a mixed-reality spatial computing device, has found its way into the arsenals of more than half of the Fortune 100 companies, with over 50% investing in at least one unit. This revelation came during Apple’s first quarter 2024 earnings call, where CEO Tim Cook highlighted the enthusiastic reception of their products within the corporate sector.
Launched in early February 2024 at a price of $3,499 in the United States, the Vision Pro hasn’t gained much traction in the consumer market. Cheaper alternatives like Meta’s Quest line of VR headsets remain prevalent among consumers. However, Apple’s dominance in the spatial computing arena positions the Vision Pro to lead the charge in mainstreaming the metaverse, especially within enterprises.
While popular headsets focus on virtual reality experiences, the Vision Pro stands out for its mixed and augmented reality capabilities, blending real-world environments with digital imagery, a concept Apple terms spatial computing.
Rather than being marketed as a gaming or social device, companies are leveraging the Vision Pro for various metaverse-related enterprise functions. For instance, it’s being used to train doctors in surgical procedures where access to cadavers is limited.
During the earnings call, Cook hinted at an upcoming update, suggesting that the Fortune 100 adoption is just the beginning. He teased an exciting product announcement scheduled for the following week, promising something customers will love.
Speculation about the next update abounds, with rumors pointing to the launch of Vision Pro 2 in 2026 and a more affordable model in the interim. If rumors hold true, Apple’s upcoming event on May 7, titled “Let Loose,” could herald the announcement of a cheaper Vision Pro slated for 2025.
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