This week, Apple CEO Tim Cook commented on the current state of the Vision Pro in enterprise sectors. Recently, Apple has been facing rumours stating that demand for its new device is lower than expected, leading some to question the longevity of the emerging product.
Cautious speculation on the Vision Pro may have come too soon, though, as Cook was quick to take to the media, explaining how the Vision Pro is adopted in forward-thinking workplaces today, changing how major industries operate, far from the current narrative that the Vision Pro is dwindling.
Tim Cook explained:
I’d like to give you a couple of updates. In February, we shipped a new product that is unlike anything that came before it. Now that it’s out in the world, and people are experiencing its phenomenal capabilities. We’re seeing some amazing things done with Apple Vision Pro.
Cook highlighted how, despite rumours of poor adoption and demands going lower than first internally expected, many industries are using Apple Vision Pro today to improve workplace operations and procedures – just months after the device’s debut.
Cook commented that Porsche is leveraging Apple Vision Pro headsets to build “brand new spatial experiences across the company, from reimagining track experiences to training service technicians to creating their showroom of the future.”
Moreover, the Apple CEO highlighted how Dr Tommy Corn, a medical professional at Sharp Healthcare, uses Apple Vision Pro hardware “to improve surgical eye care through simulated analysis and optimisation.”
Finally, Cook mentioned how “award-winning film director” Jon M. Chu “is using Apple Vision Pro to oversee the editing and visual effects for his upcoming film Wicked from the comfort of his home on a giant theatre-sized screen.”
The Apple Vision Pro is still the new device on the block. It appears that audiences and market watchers are quickly noting how the device is falling short of expectations.
While the device may not be reaching Apple’s sales forecasts, it’s tough to deny the impact Apple already has on the XR device marketplace, even more so as a workplace tool.
Tim Cook is cementing the product as a workplace tool, and he has done so from the start of the product’s lifetime. While other workplace XR headsets are helping to lead the market, Apple’s vision and marketing are helping XR have its mainstream moment as the firm slowly pushes workplace device adoption.
Readers should also note that sales demand may be lower than expected, but this doesn’t mean the device is failing. XR technology and, therefore, the Vision Pro are still emerging in their early days; consumer and enterprise adoption may trickle slowly – maybe even slower than expected.
However, this doesn’t mean that the device isn’t reaching end-users. Carefully considered partnership and distribution efforts are currently building up the capabilities of the device and its early operating system to fit users’ expectations, which could, therefore, lead to further adoption – but this all depends on how Apple acts today.
Is the Apple Vision Pro Meeting Demand?
There are rumours that the initial shipment numbers of Apple’s Vision Pro are low, leading to production cuts ahead of the World Wide Developer Conference 2024. Ming-Chi Kuo, a trusted Apple analyst, explained in a post on X that the low demand for the Vision Pro is causing mass production delays.
Kuo stated that “because Apple isn’t very optimistic about the AR/MR headset announcement recreating the astounding iPhone moment,” they will push back plans for a mass production schedule by approximately 1-2 months – placing the schedule in “mid-to-late 3Q23.”
At launch, Apple predicted it would ship approximately 500,000 units by the end of the year. However, according to Kuo’s insight, Apple has only shipped 200,000 to 300,000 units.
Kuo added:
The main concerns for Apple not being very optimistic regarding the market feedback to the AR/MR headset announcement include the economic downturn, compromises on some hardware specifications for mass production (such as weight), the readiness of the ecosystem and applications, a high selling price (USD 3,000-4,000 or even higher), etc.
Apple’s upcoming WWDC is approaching, and according to Kuo, the low shipments and delays of the new device raise uncertainty about whether it will appear at WWDC 2023. Apple typically announces large-scale projects at this yearly conference. Last year, Apple officially introduced the Vision Pro at WWDC 2024, and this year, people expect Apple to reveal more details about its emerging XR product.
WWDC 2024 takes place between June 10th and 14th. Apple will host an in-person keynote showcase and three days of virtual content to keep developers updated with the latest news.
Apple has not confirmed any news regarding the Vision Pro for WWDC. However, there is a possibility that the Vision Pro might be introduced to new regional markets during the event due to its limited availability in current regions or a rumoured cheaper model.
There is currently a two-sided narrative. One, sceptical audiences are now emerging following a decline of the Vision Pro hype-wave, which is understandable, and they are wondering if Apple can keep its hardware promise.
On the other hand, others view Apple’s current standing as a success in demonstrating the potential of XR as a workplace to a far broader audience than ever before.
The future may hold a variety of outcomes for Apple’s plunge into the market; as WWDC arrives, more information will lace Apple’s long-standing XR journey.