The eye-watering price tag of the Apple Vision Pro, coupled with its bulkiness and lack of extensive app support, materialized a grim fate for the otherwise premium headset. With less than 500,000 units sold since its inception in February 2024, it speaks volumes about how terribly the company missed the mark with its product. However, before we continue brainstorming on the factors that led to the poor reception of the expensive head-mounted wearable, let us discuss a new report that dives deep into the markets that have grown since this device entered the mixed-reality headset category, with some companies witnessing an improvement in the customers’ experience.
Companies like Lowe’s have benefited from Apple Vision Pro sales, with customers able to visualize their experiences before proceeding with a purchase
The premium AR headset market requires time to grow, but that ludicrously high $3,499 price stamped on the Apple Vision Pro will not help matters one bit. Fortunately, there have been some outcomes where the device yielded positive results, with The Wall Street Journal reporting that such a product helps customers visualize their kitchen after it has been remodeled. 9to5Mac reports that Lowe’s San Jose store has integrated the Apple Vision Pro into its system for approximately three months. Customers who have used the device claim that this addition has made a positive impact on their purchases.
Another company, Dassault Systèmes, has clients that use the Apple Vision Pro to design and engineer molecules for drug development. The device has also been adopted by CAE, a Canadian aircraft training company, and with the headset’s impressive display and audio quality, pilots undergo a proper flight simulation experience. While there have been some use cases with the Apple Vision Pro, the aforementioned companies might provide a decent cushion to the technology giant’s revenue, but these firms were never Apple’s target market.
The average consumer was always the company’s primary focus, and by failing to ship less than half a million units, there obviously needs to be some serious discussions on where this category is headed. For the time being, Apple will address the pricing concern with a more affordable solution that is reportedly named the Vision Air, and is expected to arrive sometime in 2027 with an A-series SoC instead of an M-series one.
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