The Apple Vision Pro: Targeted Triumph Amid Consumer Hurdles
By this point, you can likely recite it by memory: the hefty cost and insufficiency of applications have undeniably hindered the first Apple Vision Pro. However, it has managed to perform well in specialized markets and applications, according to a new article from the Wall Street Journal.
If you’ve been keeping an eye on the immersive sector at all, you’re likely aware that although Google Glass was far from a success, it persisted for years as a hands-free tool in industrial and healthcare settings. The same applies to Microsoft’s HoloLens, which had versions tailored specifically for various industries and was employed by firms such as Toyota, L’Oréal, and NASA, as well as in architecture and healthcare. Admittedly, both offerings were halted in recent years, underscoring the viability of products originally aimed at the wider consumer base, transforming into niche enterprise projects. But let’s set that aside for now.
### The Initial Apple Vision Pro is Traversing an Identical Industrial Route, for Better or Worse
A new article released today by the Wall Street Journal brings to light several markets where the Apple Vision Pro has been thriving and indeed boosting revenues, such as at Lowe’s, where shoppers can see their actual kitchen after a virtual makeover:
“The San Jose store has been utilizing the system for approximately three months. Thus far, customers appreciate it, and it has significantly influenced their purchases. The experience inspires some customers to contemplate more daring design choices. It also aids certain customers in reaching a decision more swiftly, potentially minimizing the need for numerous appointments. And occasionally, contractors bring their own clients to the store to utilize the Vision Pro to facilitate kitchen sales.”
The article also points out a recent collaboration between Apple and French industrial software firm Dassault Systèmes, whose clientele employs its platforms for designing and engineering molecules for drug development, alongside data centers, manufacturing plants, aircraft, and electric vehicles. In February, Apple and Dassault Systèmes introduced the 3DLive App, which has been embraced by companies in the automotive and aerospace fields.
The Wall Street Journal also notes how CAE, a Canadian aviation training organization, has incorporated the Apple Vision Pro, “to enhance pilot training that complements full-motion flight simulator experience necessary for certification and recurrent checks” owing to its high-resolution display and superior audio quality.
Regardless of your opinion on the Apple Vision Pro, the (paywalled) report is intriguing and may be worth your time, despite the point I’m about to make below.
### 9to5Mac’s Perspective
While any tech aficionado may find it enjoyable to discover various applications of cutting-edge technology, especially in markets they are less acquainted with, it is still indicative that the Apple Vision Pro appears to be treading the same path as its now-retired predecessors. Apple itself has been gradually emphasizing showcasing diverse industrial applications for the initial Apple Vision Pro, which is probably all it can do to stimulate demand and deplete its stock to a market that is considerably less sensitive to pricing, while preparing for improved, lighter, and more affordable versions that it hopes will resonate more with the general public.
Ultimately, the shift towards industry isn’t markedly different from transitions to the education sector that we have witnessed with products like the Chromebook or the iPad. The distinction here is that we have yet to observe a success story of a product that ventured into a niche market to protect itself and successfully returned to the wider consumer market to share its narrative.
