These wins represent the extent to which Apple has also defined the high-end of the market. You find it in use across executive teams, medical, design, training, and emergency services scenarios. I see its place in business environments as similar to the creative environments that were once the sole province of Macs. Like those Macs, these devices are highly effective in very specific ways — and also like the Mac, the viable use cases will extend over time.
For Apple, the feedback so far has been quite positive. The product has proven its value in many enterprise scenarios, while high-end consumers seem to get a kick in using Vision Pro for entertainment, particularly for movies and sports. Apple’s biggest competitor, Meta, dominates the sector with a 50% to 80% market share.
What’s in the way?
Why isn’t Vision Pro selling more strongly? One word: price. Everyone seems to agree that Vision devices must become more affordable before the segment has any hope of gaining critical mass. That means Apple must reduce the cost of production; recent speculation says it’s working on several ways to do so:
