Apple Vision Pro
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Despite slow sales, Apple Vision Pro is reportedly shaking up the VR/MR industry and moving the headset trend from entertainment to productivity and innovation.
The global virtual reality and mixed reality headset market is expected to grow steadily in 2024, with shipments expected to reach 9.6 million units, up 8.8% year-over-year, according to a new report from TrendForce. Despite modest growth, the Apple Vision Pro is setting new standards.
Releasing in 2024, the Apple Vision Pro has already captured 5% of the market, a significant achievement considering its high price tag. With a starting price of $3,499, the Vision Pro is not positioned as a mass-market device, but rather a high-end product aimed at professionals and early adopters.
By comparison, Meta dominates with a 73% market share, thanks in large part to its affordable Quest 3S, which sells for just $299.
Sony's PS VR2 has captured the second-largest market share in 2024, holding 9% of the VR/MR market. To expand its presence, the company has tried to integrate the headset with PC platforms using adapters.
However, the performance of the PS VR2 was limited by a lack of features and applications. As a result, Sony's annual shipments were down 25% year-on-year.
Headset Technology
One of the most notable features of the Vision Pro is its OLEDoS (OLED on Silicon) display, a technology that delivers exceptional visual quality, clarity, and fidelity for the near-eye experience. Unlike the traditional LCD displays used in most headsets, OLEDoS offers higher resolution, richer colors, and deeper blacks.
VR Headset Market Share. Image courtesy of Trendforce
However, the use of OLEDoS also contributes to the high price of the headset. To expand its market presence, Apple will have to embrace alternative display technologies in the future.
TrendForce suggests that Apple could release a successor to the high-end version and a more affordable mainstream model by 2026.
Real-World Usage
Since its launch in February 2024, the Apple Vision Pro has quickly found its way into operating rooms in the US and around the world. Surgeons are already exploring its potential, including Santiago Horgan, a pioneer in robotic gastric bypass surgery.
Horgan, who heads the Center for the Future of Surgery at the University of California, San Diego, has become a vocal advocate for the value of the Vision Pro for both patients and surgeons. In an interview, he compared its impact to the robotic instrument he first used in 2000, describing it as a similarly transformative technology.
“It’s the same level of revolution,” Horgan explained, “but it will impact more lives because of the access it provides.” His statement reflects the Vision Pro’s ability to democratize advanced tools by offering intuitive, high-quality solutions in the surgical setting.
And in Brazil, Dr. Bruno Gobbato used the Vision Pro during a shoulder arthroscopy to access patient exams and 3D models in real time, improving the precision of his surgery. He had previously used HoloLens, but found the Vision Pro’s superior camera resolution and control of bright surgical lighting to be a significant advance.
Surgeons were early adopters of the Apple Vision Pro because its high-resolution display provides exceptional clarity of patient data and images, which is critical during complex procedures. At $3,499, it’s more affordable than traditional surgical monitors, which can cost up to $30,000. And its ergonomic design and access to real-time data can improve precision and reduce physical strain during surgeries.
At the University of California, San Diego, surgeons have integrated the headset into more than 20 minimally invasive procedures. Christopher Longhurst, chief clinical and innovation officer at UC San Diego Health, noted that the cost of the device is minimal compared to traditional surgical monitors.
“So $3,500 for a headset is like budget dust in a healthcare setting,” Dr. Longhurst said.
While most VR headsets have focused on gaming and entertainment, Apple is positioning the Vision Pro as a multi-functional tool. In addition to consuming content, users can work on documents, hold virtual meetings, and participate in specialized applications in the fields of health and education.
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