Apple Vision Pro makes a splash in the enterprise
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During Apple's earnings call, Apple CEO Tim Cook said, that half of the Fortune 100 companies have purchased Apple Vision Pro devices.
Apple Vision Pro is Apple's first spatial computer and has proven to be a controversial entry in the product line. It was launched in February 2024 and very little is known about how it is marketed.
Apple's earnings don't have a separate line item for Apple Vision Pro, but CEO Tim Cook shared interest during the second quarter earnings call. He said Apple Vision Pro has been acquired by half of the Fortune 100.
Enterprise markets have become a target for rival headsets such as the now-defunct Microsoft Hololens. Despite Apple's expected dismissal of Vision Pro as a glorified development tool by experts, it appears that it has at least made its way into the enterprise.
Later in the call, CFO Luca Maestri talked about some enterprise use cases for Apple Vision Pro. These include aircraft engine design at KLM, team collaboration at Porsche, and kitchen design at Lowe's.
It is also used to develop spatial computing applications for the platform. We've already seen apps from companies like Gucci that take advantage of Vision Pro's features.
At the end of the call, the analyst was able to ask one last question about Apple Vision Pro and corporate use. Cook is impressed that enterprise use of Apple Vision Pro is similar to the Mac — it is used for everything.
“People use it for a variety of purposes across the enterprise, from field service to training and other healthcare-related tasks such as physician prep for pre-operative surgery or advanced imaging, command centers, etc. and so there are a huge number of different verticals,” Cook said. “And we're focused on growing that ecosystem and getting more applications and more businesses involved, and with the recent event, I can't overstate the enthusiasm in the room.”
The $3,500 face computer isn't for everyone, but it found its niche early in its life cycle. Expect to hear more about Apple Vision Pro during WWDC in June, when Apple unveils VisionOS 2.0.
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