Apple‘s Vision Pro virtual reality headset has officially launched in the United States, with customers who preordered the device beginning to receive or pick it up at Apple Store locations. Apple CEO Tim Cook celebrated the release at the flagship Fifth Avenue store in New York City, emphasizing the device’s innovative features and justifying its high price point of $3,500. Cook mentioned that the Vision Pro is being embraced by enterprise customers, citing companies such as Walmart, Nike, Vanguard, Stryker, Bloomberg, and SAP. The headset, with over 600 apps and games, is positioned as a platform for both consumer and enterprise use.
Key Points:
- Tim Cook’s Perspective: Tim Cook defended the Vision Pro’s high price, describing it as “tomorrow’s technology today” and highlighting its innovative features with 5,000 patents. He emphasized that Apple believes the pricing reflects the value offered by the device.
- Enterprise Adoption: Cook mentioned that the Vision Pro is gaining traction as an enterprise product, with several companies leveraging and investing in the headset for customer and employee use. Notable companies include Walmart, Nike, Vanguard, Stryker, Bloomberg, and SAP.
- Spatial Computing Experience: The Vision Pro boasts more than 600 apps and games designed for a “spatial computing” experience. Cook emphasized the device’s versatility and wide range of use cases.
- Monthly Financing Plan: Cook mentioned that customers can spread payments over time, making the device more affordable. The company believes the pricing is justified considering the device’s value.
- Earnings and Wearables Business: Apple reported fiscal first-quarter results exceeding revenue and earnings estimates. While the wearables business, including the Vision Pro, beat expectations, it saw an 11% YoY sales decline. Analysts anticipate that the headset may not initially drive significant revenue.
The Vision Pro represents Apple’s foray into the virtual reality space and is positioned as a technologically advanced device with applications in both consumer and enterprise settings.