Apple Cements Vision Pro in Company, Amid Speculation of Low Demand – XR Today

This week, Tim Cook, CEO of Apple commented on the current state of Vision Pro in business sectors. Recently, Apple has faced rumors that demand for its new device is lower than expected, leading some to question the longevity of the emerging product.

Cautious speculation about the Vision Pro may have come too soon, however, as Cook was quick to address the media, explaining how Vision Pro is being adopted in today’s advanced workplaces, changing the way how mainstream industries work, away from the current narrative that the Vision Pro is declining.

Tim Cook explained:

I would like to give you a couple of updates. In February, we shipped a new product that was unlike anything that had come before. Now that it is in the world, and people are experiencing its phenomenal abilities. I was seeing amazing things done with Apple Vision Pro.

Cook highlighted how, despite rumors of poor adoption and lower-than-expected demands internally, many industries today are using Apple Vision Pro to improve operations and workplace procedures just months after the devices’ debut devices

Cook said Porsche is leveraging the Apple Vision Pro headset to create new spatial experiences across the company, from reimagining track experiences to training service technicians to creating its showroom of the future.

In addition, Apple’s CEO highlighted howDr. Tommy Corn, Medical Professional at Sharp Healthcareuses Apple Vision Pro hardware to improve surgical eye care through simulated analysis and optimization.

Finally, Cook mentioned what the award-winning film director is like Jon M. Chu is using Apple Vision Pro to oversee the editing and visual effects of his upcoming film Wicked from the comfort of his home on a giant theater-sized screen.

The Apple Vision Pro is still the new device on the block. It seems the public and market watchers are quick to notice how the device falls short of expectations.

While the device may not be hitting Apple’s sales forecasts, it’s hard to deny the impact Apple is already having on the XR device market, even more so as a work tool.

Tim Cook is solidifying the product as a work tool, and has done so since the beginning of the product’s life. While other workplace XR headsets are helping to lead the market, Apple’s vision and marketing are helping XR have its prime moment as the company slowly drives adoption of devices in the workplace .

Readers should also note that sales demand may be lower than expected, but that does not mean the device is failing. XR technology, and therefore Vision Pro, is still in its infancy; consumer and business adoption may be slow, perhaps even slower than expected.

However, this does not mean that the device will not reach end users. Partnering and distribution efforts are currently building the capabilities of the device and its first operating system to match user expectations, which could therefore lead to greater adoption, but it all depends on how Apple acts today.

Does the Apple Vision Pro live up to demand?

There are rumors that initial shipments of Apps Vision Pro are low, leading to production cuts ahead of the 2024 Worldwide Developers Conference. Ming-Chi Kuoa trusted Apple analyst explained in a post to X that low demand for the Vision Pro is causing delays in mass production.

Kuo stated that since Apple is not very optimistic about the announcement of the AR/MR headset that recreates the amazing moment of the iPhone, they will push back the plans for a mass production program by about 1-2 months putting the schedule in the middle and end of 3Q23.

At launch, Apple predicted it would ship approximately 500,000 units by the end of the year. However, according to information from Kuos, Apple has only shipped 200,000 to 300,000 units.

Kuo added:

The main concerns for Apple not being very optimistic about market feedback to the AR/MR headset announcement include the economic downturn, compromises on some hardware specifications for mass production (such as the weight), the preparation of the ecosystem and applications, a high sale. price (3000-4000 USD or even more), etc.

Apples next WWDC is coming up, and according to Kuo, the low shipments and delays of the new device increase the uncertainty about whether it will appear at WWDC 2023. Apple usually announces large-scale projects at this annual conference. Last year, Apple officially unveiled the Vision Pro at WWDC 2024, and this year, people expect Apple to reveal more details about its upcoming XR product.

WWDC 2024 takes place between June 10 and 14. Apple will host an in-person presentation and three days of virtual content to keep developers updated with the latest news.

Apple has not confirmed any news about the Vision Pro for WWDC. However, there is a chance that the Vision Pro will be introduced in new regional markets during the event due to its limited availability in current regions or a cheaper model.

There is currently a two-sided narrative. First, skeptical audiences are now emerging after an understandably low Vision Pro hype wave, wondering if Apple can keep its hardware promise.

On the other hand, others see Apples current situation as a success in demonstrating the potential of XR as a workplace to a much wider audience than ever before.

The future may have a variety of outcomes because apples will dive into the market; as WWDC approaches, more information will emerge on Apples long XR journey.

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