Last week, reports surfaced that Apple has halted development on the next-generation Vision Pro in favor of creating a more affordable consumer model. The decision to pause work on the second-generation Vision Pro is to prioritize a budget-friendly version with fewer features, potentially targeting the consumer market over the enterprise sector. To provide expert insights on this shift, I spoke with Dr. Rolf Illenberger, CEO of VRdirect GmbH, a Munich-based company specializing in enterprise VR software. Dr. Illenberger’s perspective offers valuable context on what Apple needs to do to ensure the success of the Vision Pro in the business sector.
One crucial aspect Apple must address is the clear messaging of what the Vision Pro can offer to both businesses and consumers. There is confusion over whether the device is primarily an AR or VR device, with Apple marketing it as AR despite its technological basis in VR. This discrepancy could impact adoption rates, especially for enterprises seeking comprehensive AR solutions. Dr. Illenberger highlights the need for Apple to showcase practical benefits and successful case studies to drive adoption in the business sector.
Another key area for improvement is the development of compelling vertical industry applications that leverage the Vision Pro’s capabilities effectively. Apple’s introduction of new business APIs in visionOS 2, particularly those focusing on machine learning applications, is a positive step forward. These APIs enable real-time processing of sensor data, which can be invaluable in fields like engineering and medicine.
For widespread enterprise adoption, Vision Pro must also support robust device management capabilities and offer competitive pricing models for bulk purchases. Additionally, developers need full access to the device’s sensor data to create specialized applications for various professional fields. Improvements in processing power, battery life, and connectivity to cloud resources are also essential for Vision Pro to handle demanding enterprise applications effectively.
Overall, Apple must align the Vision Pro’s capabilities with the needs of the business sector, showcase real-world applications, and invest in marketing and education to drive adoption. By addressing these key areas of improvement, Apple can position the Vision Pro as a valuable tool for businesses looking to leverage immersive technologies in their operations.