Over half of the companies on Fortune’s list of the top 100 companies are using Apple’s Vision Pro, according to Apple CEO Tim Cook during the company’s Q1 2024 earnings call. The Vision Pro, a head-mounted mixed reality device, was released in early 2024 in the US with a price tag of $3,499. Despite facing tough competition from more affordable options like Meta’s Quest series, the Vision Pro has managed to capture the attention of a significant number of Fortune 100 companies.
Cook highlighted that more than half of the companies on Fortune’s list have purchased at least one Vision Pro and are exploring innovative ways to leverage its capabilities to accomplish tasks that were previously challenging. Companies such as KLM Royal Dutch Airlines, Porsche, and Lowe’s, a home improvement retailer, are among those using Apple’s Vision Pro in conjunction with custom VisionOS software.
The Vision Pro device focuses on spatial computing technology and is primarily designed for mixed and augmented reality experiences, distinguishing itself from virtual reality devices that prioritize gaming and complete immersion in virtual worlds. With features such as spatial awareness and virtual image projection, Vision Pro allows users to interact with virtual content while operating in the real world, making it a potential catalyst for the mainstream adoption of the “metaverse.”
Although there have been reports of declining demand for Vision Pro in Apple stores, with some weeks seeing less than one unit sold, the device’s rich functionality continues to attract the interest and favor of businesses. Bob Tulleken, Vice President of Operational Decision Support at KLM Royal Dutch Airlines, believes that Vision Pro is a valuable tool that can enhance aircraft usability and management, as well as improve employee training by providing real-time information during tasks, thereby reducing errors. In addition to increasing efficiency at work, Vision Pro also creates a more user-friendly work environment for employees.
Furthermore, when Porsche’s new electric sports car, the Taycan Turbo GT, broke the fastest lap record at the Laguna Seca race track in February, engineers used Vision Pro for track data monitoring and vehicle performance evaluation.
During the earnings call, Cook mentioned that Fortune 100 adoption of Vision Pro is just the beginning and teased exciting upcoming product announcements that customers will likely appreciate. However, he did not disclose whether these new products are related to Vision Pro.
Sources:
CoinTelegraph
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