Apple Inc.'s AAPL forthcoming mixed-reality headset, Vision Pro, reportedly intends to aim at the sectors of surgery, aircraft repair, and education, as potential growth opportunities.
What Happened: Apple executives Mike Rockwell and Alan Dye have been discussing the development and potential uses of Vision Pro in a video communication with employees this week.
Rockwell, the vice president in charge of Vision Pro, mentioned health care, training, and education as primary sectors for the product’s usage, reported Bloomberg, citing a transcript of the conversation.
Rockwell suggested that the Vision Pro could “bring all of that together and hopefully improve patient outcomes,” indicating that the device can address the issue surgeons often face with scattered display information during procedures.
Apple also declared a 25% employee discount on the Vision Pro in an internal memo on Thursday. Moreover, a $500 credit provided every three years for a Mac can be applied to the headset, and the cost of prescription lenses for the device will also be covered, the report noted, citing the memo.
Despite the Vision Pro being marketed primarily for gaming, video, and communication, Apple aims to widen its scope. The device could offer technicians or aircraft engineers “high-quality training in ways they’ve never been able to experience before," Rockwell added.
Apple’s Dave Scott and Yaniv Gur are exploring new uses for Vision Pro. Scott, previously an executive on Apple's car team, is now tasked with finding enterprise applications for the headset. Gur, ex-head of engineering for Apple's productivity apps, is overseeing potential educational prospects for the device.
Apple has placed its wager on the potential success of mixed reality, the fusion of virtual and augmented reality, as a significant revenue stream. However, the high cost may pose a challenge in convincing consumers to adopt the technology.
The fate of the Vision Pro also relies heavily on the collaboration of third-party developers. While Apple has secured content partnerships with major entertainment providers like Walt Disney Co., some others have hesitated to support the new device.
Why It Matters: Earlier reports had highlighted that Apple intended to introduce Vision Pro in global markets before the Worldwide Developers Conference or WWDC in June. Apple’s focus on various sectors for the product’s application, as announced, aligns with this expansion plan.
The Vision Pro had received FCC approval earlier this week.
It has also been reported that the headset wouldn’t support Wi-Fi 6E. Despite this, the company’s move to explore new areas for the device’s application hints at its plans to leverage the product beyond its conventional use.
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