Apple Vision Pro Launch Was A Success With Other Companies, As CEO Tim Cook Shares That Half Of Fortune 100 Companies Have Purchased The AR Headset

The Apple Vision Pro might not be a hit in the consumer market as updated shipment estimates have dropped to 400,000 to 450,000 units for 2024, but the $3,499 head-mounted wearable is a success in the enterprise division, with companies thoroughly impressed with what has been crammed into the device. During Apple’s Q2 2024 earnings, CEO Tim Cook revealed that half of Fortune 100 companies have purchased the AR headset, and it has proven itself to deliver immense utility in various applications.

Unsurprisingly, no Apple Vision Pro unit figures were shared, indicating that it needs to launch in other companies to gain significant traction

The Apple Vision Pro has been labeled as a ‘glorified dev tool,’ but these remarks have not prevented the mixed-reality headset from generating popularity amongst other companies. In the latest earnings call, Apple’s Chief Financial Officer Luca Maestri stated that some of the enterprise uses for the Apple Vision Pro involved aircraft engine design at KLM airlines. AppleInsider also reports that the headset was being used by Porsche and kitchen design at Lowe’s. Companies like Gucci are also said to be using the Apple Vision Pro, but the nature of work was not specified.

It is clear that the device has carved itself a place in the enterprise space, which is impressive to see, as Microsoft’s HoloLens has made numerous attempts before but always came up short. However, the AR headset is not for everyone, as it was previously estimated to reach up to 800,000 units this year. Unfortunately, that figure dropped to nearly half the predicted amount after a few weeks. While penetrating the enterprise market is something Apple can capitalize on, the company likely wants to drive additional sales momentum, which is why it could be eyeing a launch outside of the U.S.

Tim Cook mentioned previously that the Apple Vision Pro would arrive in China later this year, with a new leak revealing that the $3,499 contraption could make its way to Japan too. The technology giant has mentioned that it remains committed to this category but needs a higher adoption rate to continue churning out better and potentially more affordable models. A low-cost version is said to be in the works for a 2025 launch, and shortly after, the direct successor to the Apple Vision Pro could arrive before the end of 2026.