Fortune 100 Embrace Apple’s Vision Pro Headset

Apple’s CEO, Tim Cook, announced during the company’s first quarter 2024 earnings call that the Apple Vision Pro headset has been widely embraced by Fortune 100 companies. More than half of these companies have purchased at least one Vision Pro unit, demonstrating a growing enthusiasm for Apple’s products. The Vision Pro, a mixed-reality spatial computing device, was launched in February 2024 and is priced at $3,499 in the United States. While it has not gained significant traction in the consumer market, where lower-priced alternatives like Meta’s Quest line of VR headsets dominate, its adoption by major corporations positions it as a potential catalyst for mainstream acceptance of the metaverse.

Unlike popular virtual reality headsets that provide immersive experiences within a digital environment, the Vision Pro is designed to offer mixed and augmented reality experiences by seamlessly blending real-world surroundings with digital imagery. Apple refers to this as spatial computing, and rather than focusing on gaming and social interactions, the companies incorporating the Vision Pro into their operations are utilizing it for metaverse-related enterprise functions. For instance, the headset is being used to train doctors in surgical procedures when cadavers are not readily available.

During the earnings call, Cook hinted at an upcoming update to the Vision Pro, suggesting that the Fortune 100 adoption is just the beginning. He mentioned that an exciting product announcement is scheduled for the following week, which Apple believes will be highly appreciated by its customers. While it remains unclear whether this announcement will be specifically related to the Vision Pro, rumors have circulated regarding the release of the Vision Pro 2 in 2026, along with a more affordable model in the meantime. With Apple’s “Let Loose” event scheduled for May 7th, it could serve as the perfect platform for the company to unveil a cheaper version of the Vision Pro projected for 2025.