Emily Martin 
May 06, 2024
Apple's foray into mixed reality seems to be paying off, at least in the business world. During their first-quarter earnings call in 2024, CEO Tim Cook revealed that over half of the Fortune 100 companies, the world's leading corporations, have purchased at least one Vision Pro headset.
Launched in February 2024 for a hefty $3,499, the Vision Pro initially faced questions about its high price tag and consumer appeal. However, its adoption by major corporations suggests the technology is finding its niche in enterprise applications.
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Cook highlighted this enthusiastic reception as a sign of growing interest in Apple's products. He elaborated, stating, 'More than half of Fortune 100 companies have already bought Apple Vision Pro units and are exploring innovative ways to use them to do things that weren't possible before.'
While details on these innovative applications remain undisclosed, analysts speculate potential uses include remote collaboration, product design, and employee training in complex environments.
The Vision Pro's success in the corporate world stands in contrast to its performance in the consumer market. Here, established virtual reality (VR) options like Meta's Quest line remain dominant, likely due to their lower price point.
Despite this, Apple appears confident in the long-term potential of mixed-reality technology. The strong adoption by leading corporations suggests that Vision Pro might be laying the groundwork for a future where this technology becomes more commonplace.
