Apple Vision Pro: Augmented Reality Enters the Enterprise Mainstream
Augmented reality (AR) has long been touted as a game-changer for businesses, particularly in industries like manufacturing, field service, and product design. However, widespread adoption has remained elusive. Now, with the release of the Apple Vision Pro (AVP), there is hope that AR will finally make its way into the enterprise mainstream.
Apple, known for its innovative approach, prefers to define the AVP as spatial computing or mixed reality. Regardless of the terminology, Apple sees the AVP as a device with significant business potential, alongside its consumer applications in gaming, media consumption, and web browsing. The AVP has the power to revolutionize the online shopping experience.
During Apple’s recent earnings call, CEO Tim Cook highlighted the growing interest in the AVP among leading organizations across various industries. Companies like Walmart, Nike, Vanguard, Stryker, Bloomberg, and SAP are investing in the AVP to bring innovative spatial computing experiences to their customers and employees. Cook specifically mentioned ideas such as everyday productivity, collaborative product design, and immersive training as potential use cases.
One of the standout features of the AVP is its ability to offer an “infinite desktop” experience. Users can open multiple programs and move them around a vast virtual space, providing them with extra screen real estate. However, it remains uncertain whether these devices are suitable for content creation.
With 600 apps already announced and more on the way, the AVP allows users to access familiar apps from macOS and iOS. The selection process involves gazing at the app icon, which lights up upon focus. Users can then pinch their fingers together to select the app.
Unlike previous AR devices, the AVP allows users to see through it while wearing it. This deliberate design choice aims to create a more seamless experience by reducing the separation between the user and the real world. Apple believes this will open up new possibilities and use cases.
Steve Sinclair, part of Apple’s worldwide product marketing team, sees the AVP as a platform for exploring new ways of interacting with software. He emphasizes the importance of bringing information into users’ physical space while keeping them connected to the people around them. This has implications not only for consumers but also for businesses.
A survey conducted by IDC analyst Ramon Llamas revealed several potential use cases for the AVP. While the survey was conducted before users had hands-on experience with the device, it indicated that 56% of respondents saw training as a potential use case, followed by customer-facing retail experiences and collaboration at 44% each. Notably, content creation did not feature prominently in these use cases.
Ray Wang, founder and principal analyst at Constellation Research, has tried the AVP and is generally positive about the experience. He expects field service, training, and customer experience to be the top use cases for the device.
To make the AVP more appealing to businesses, Apple recently announced that it would bring the device under its device management umbrella. This move allows IT departments to manage the AVP in the same way they manage other Apple devices, making it more palatable for enterprise adoption.
However, the question remains whether companies will be willing to invest in a product with a starting price of $3,500. Jon Turow, a partner at Madrona Ventures, believes that Apple’s pricing strategy follows a familiar pattern. Over time, Apple tends to add functionality, refine its approach, and introduce newer versions at different price points. Turow predicts that Apple will eventually offer a lower-priced option to cater to a broader market.
Llamas’ survey of IT professionals supports Turow’s prediction. Around 65% of respondents expressed interest in the AVP as described during the survey, with approximately half stating they would definitely purchase it. The other half expressed curiosity about the device. Llamas believes that the enterprise interest in the AVP speaks to Apple’s ability to court business users.
The AVP boasts superior eye tracking technology, according to Wang. He describes it as the best he has seen and compares the device to a merging of macOS and iOS.
However, there are challenges that need to be addressed. For instance, the AVP is currently tethered to a battery, which Wang considers a significant weakness. He expects Apple to improve the power capabilities in future versions. Additionally, as a developer ecosystem emerges, users can expect to see apps specifically designed for AR experiences, catering to both consumers and businesses.
Apple has undoubtedly advanced AR technology and created an immersive user experience that seamlessly blends the virtual and physical worlds. However, the question of whether people are willing to wear a device on their face for extended periods remains unanswered. While the AVP is exciting for experimentation, its long-term appeal and practicality in enterprise settings are yet to be determined.