Apple, set to debut its Vision Pro mixed-reality headset on February 2, is already contemplating its potential applications in diverse workplaces, envisioning its use in surgery, aircraft maintenance, and educational settings.
In an internal video shared with employees this week, Apple executives Mike Rockwell and Alan Dye discussed the device’s development and explored potential growth avenues for this emerging technology. Bloomberg News obtained a transcript of the conversation just before Apple commenced preorders for the Vision Pro on Friday.
When discussing innovative applications for the $3,499 Vision Pro, Rockwell highlighted healthcare, training, and education as primary focus areas.
He noted that the device could address challenges faced by surgeons who struggle with displays during procedures, suggesting that the Apple Vision Pro could consolidate information and potentially enhance patient outcomes.
In a memo to employees, Apple announced a 25% discount for eligible staff on the Vision Pro, a lesser discount than previous product launches like the smartwatch and Home Pod.
This discount reduces the headset’s cost to approximately $2,600, excluding taxes and optional features. Employees are also entitled to a $500 credit every three years for Mac purchases, which applies to the Vision Pro. The company also committed to reimbursing the cost of prescription lenses for the headset.
While initially marketed as a gaming, video, and communication consumer device, Apple aims to expand the Vision Pro’s appeal. Rockwell emphasized its potential applications in providing high-quality training for technicians and aircraft mechanics, anticipating transformative experiences in learning and education.
Key executives Dave Scott and Yaniv Gur are actively exploring new applications for the Vision Pro. Scott, a former executive on Apple’s car team, focuses on enterprise applications, while Gur, who previously oversaw engineering for Apple’s productivity apps, is exploring educational opportunities for the device.
Apple’s ambitious bet on mixed reality, the convergence of virtual and augmented reality, anticipates significant revenue streams. However, the Vision Pro’s premium price may challenge winning over consumers.
Success will also depend on third-party developers, as some significant entertainment providers like Netflix, Spotify, and YouTube have opted not to offer dedicated apps for the Vision Pro, requiring users to access their content through the device’s web browser.
Rockwell expressed excitement about the Vision Pro’s groundbreaking technology, emphasizing its role as a productivity tool rather than a mere toy. The device boasts an uncompromising high-resolution display system, reflecting Apple’s commitment to delivering an exceptional user experience.