On its first-quarter earnings call in 2024, Apple CEO Tim Cook revealed that the spatial mixed-reality Vision Pro headset has been adopted by most Fortune 100 companies, with more than half buying at least one unit.
Cook explained that the adoption of Vision Pro by these large companies is a sign of increased enthusiasm for Apple products.
"For example, more than half of Fortune 100 companies have purchased Apple Vision Pro units and are exploring innovative ways to use them to do things that were previously impossible," Cook said.
Vision Pro was launched in early February 2024 at a price of 3,499 US dollars (Rp56 million) in the United States. However, it seems that this headset has not affected the consumer market much, where many choices of VR headsets are priced lower, such as Meta Quest, dominating.
However, Vision Pro's headset and Apple's superior position in the spatial computing arena made it ready to bring the metaverse to the mainstream and become the main choice for the company's adoption.
Where the most popular headset tends to offer a comprehensive virtual reality experience, Vision Pro is designed for mixed and enlarged reality experiences that combine the real world and digital images.
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Apple refers to this as spatial computing.
Instead of using the device as a gaming and social product, companies adopting Vision Pro appear to use this headset for company functions related to the metaverse. One example is using headsets to help train doctors to perform operations when bodies are not available.
Cook also leaked about an upcoming update during earnings calls, stating that adoption by Fortune 100 was just a "start". He later added, "In the future, we are preparing for an announcement of attractive products next week that we believe will be liked by our customers."
It is not yet clear whether this will be linked to Vision Pro - rumors say Vision Pro 2 will launch in 2026, with cheaper models arriving among them. If true, Apple's next event time, called "Let Loose," on May 7, it might be perfect for the company to announce a cheaper Vision Pro for 2025.
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