Apple Vision Pro Finds Enterprise Success Amid Criticism

Apple CEO Tim Cook faces criticism over the company's Vision Pro smart glasses, despite the device finding success in the enterprise market. Updated shipment estimates for the $3,499 head-mounted wearable have dropped to 400,000 to 450,000 units for 2024, down from initial projections of up to 800,000 units.

Why this matters: The success of the Apple Vision Pro in the enterprise market has significant implications for the adoption of AR/VR technology in various industries, potentially revolutionizing design, training, and collaboration processes. As Apple continues to refine its offerings and expand into new markets, it could pave the way for wider acceptance and adoption of AR/VR solutions in the business world.

During Apple's Q2 2024 earnings call, Cook revealed that half of Fortune 100 companies have purchased the AR headset. The Apple Vision Pro has proven its utility in various applications, including aircraft engine design at KLM airlines, kitchen design at Lowe's, and design work at Porsche. Gucci is also using the device, although the nature of their work was not specified.

Despite its success in the enterprise space, the Apple Vision Pro has been labeled as a "glorified dev tool," and its high price point may be a barrier to wider adoption. To drive additional sales momentum, Apple plans to launch the device outside of the U.S., with Cook mentioning that it will arrive in China later this year. A new leak suggests that it may also make its way to Japan.

Apple remains committed to the AR/VR category and is reportedly working on a low-cost version of the Vision Pro for a 2025 launch, followed by a direct successor to the current model before the end of 2026. As the company continues to refine its offerings and expand into new markets, it aims to solidify its position in thegrowingAR/VR industry.

The success of the Apple Vision Pro in the enterprise market demonstrates the potential for AR/VR technology to revolutionize various industries. As more companies adopt the device for design, training, and collaboration purposes, it could pave the way for wider acceptance and adoption of AR/VR solutions in thebusiness world.

Key Takeaways

• Apple Vision Pro shipments estimated at 400,000-450,000 units in 2024, down from initial 800,000.
• Half of Fortune 100 companies have purchased the AR headset for various applications.
• Apple plans to launch Vision Pro outside of the US, including China and potentially Japan.
• A low-cost Vision Pro version is expected to launch in 2025, followed by a successor in 2026.
• Success in enterprise market could pave way for wider AR/VR adoption in business world.