Apple is looking at enterprises as a key market for Apple Vision Pro

While most people use terms such as "augmented reality," "virtual reality" and even "metaverse,"appleprefers to define the genre in its own terms, and will Apple VisionPro称为“空间计算”。苹果正以其典型的方式来尝试定义一个新的类别。不管你怎么称呼它，这家公司肯定会把Vision Pro视为一款商业设备，同时将其视为游戏、媒体消费和老式网络冲浪等更明显的消费者用例。当然，它有可能改变在线购物体验。

During his quarterly earnings call a few days ago, Apple CEO Tim Cook emphasized that he sees a lot of interest in being in the corporatemarketinterest in applying Visino Pro. Cook said, "Walmart, Nike, Vanguard, Stryker, Bloomberg and SAP are among the many industry-leading organizations that are already leveraging and investing in Apple Vision Pro as their new platform to bring innovative spatial computing experiences to their customers and employees."

Cook cited everyday productivity, collaborative product design and immersive training as business ideas. Having a so-called infinite desktop is key to productivity: users can open multiple programs and move them around like a giant palette. This gives new meaning to extra screen space. However, the suitability of said device for content creation remains an open question.

Apple has already released 600 native apps and more are expected to follow. Apple Vision Pro allows people to use the apps they are used to on the macOS and iOS side. To select an app, users simply stare at an icon in a similar interface. When the gaze focuses on the icon, it lights up and the user can select the icon with both finger and thumb.

One of the biggest differences between the Vision Pro and earlier devices is that you can see the real world through it, despite the fact that you have a display over your eyes. The company deliberately designed it to allow users to see the world while others could see the user's eyes, so there wasn't much separation between the two. Apple believes that this will change the user experience and could lead to new use cases.

Steve Sinclair, who is responsible for global product marketing for the Apple Vision Pro, said that Apple sees the device as an opportunity to explore new ways of interacting with software: "As our first space computer, it really gives us a platform on which we can use this as a foundation to create new space experiences We believe that being able to bring information into the space is the best way to do that. We believe it's important to be able to bring information into your space while allowing you to stay connected to the people around you. This clearly has application value from a consumer perspective, and the same is true from a business perspective."

IDC analyst Ramon Llamas surveyed more than 400 U.S. IT decision makers at Apple's Worldwide Developers Conference 2023 and found several potential use cases. Of course, this survey was conducted before people actually got their hands on and experienced the Vision Pro. I think we're still trying to figure out use cases, especially as it relates to B2B," said Lamas. About 56% people use it for training, 44% people use it for customer-facing retail experiences, and 43%-44% people use it for collaboration." Note that none of the relevant use cases involve content creation.

Constellation Research has likewise tried the device and is largely positive about its experience, "We expect field service, training and customer experience to be the top use cases."

A few days ago, Apple announced that it would be making the Vision Pro available for mobile device management, making it as much a business device as it is for managing any Apple device.

But is that enough to drive companies to shop for a product that starts at $3,500?This pricing follows the typical pattern of Apple launching new hardware, similar to the iPhone, iPad, Watch or any new device, said Jon Turow, a partner at Madrona Ventures. Over time, Apple adds new features and improves the experience, while prices typically drop and new releases at different price points become the norm.

Tullo noted, "Someone will be willing to pay for it. Apple has the Apple Watch Ultra (and there is a market for that). They're trying to find the northernmost price point, and then they might find another option below it."

In a survey of IT professionals, IDC's Lamas found that Trow may be right: 65% of respondents were interested in the device as described at the developer conference, with about half saying they'd definitely buy it, while the other half said they were very curious.

Lamas said, "When business users come back and say they want to try out the iPad, I think that shows Apple's ability to attract business users with this device."

The Vision Pro has clear advantages over other devices.Constellation Research says it's the besteye trackingSYSTEM: "Think about the merger of macOS and iOS, that's what you get as a product."

But there are some obvious issues with the Visoin Pro that need to be addressed. For example, it requires a battery to be connected, which is definitely an embarrassingly huge drawback in Constellation Research's opinion, but this organization expects Apple to address said issue in a future version: "It feels much lighter without the battery, but that's a temporary situation. I'm sure the battery issue will get better over time."

People can create their own apps at the same time. With the emergence of an ecosystem of developers, we will start to see native apps created from scratch, some designed for consumers and others for businesses.

Whatever terminology vocabulary you use, Apple has clearly made inroads into this technology. But so far, there hasn't been an AR device that has attracted mass purchases from businesses. As it stands, this Apple product could be cool to experiment with, but one question is whether people will want to hold the device over their face for hours, no matter how good the interface design is.