Who knew that Porsche would become the Vision Pro’s most valuable customer?!
Addressing people for the first time since the Vision Pro went on sale in March, Tim Cook decided to give viewers an update of the Vision Pro’s success during this year’s iPad keynote. Although it isn’t clear exactly how many spatial headsets the company sold so far, although the Vision Pro is surely finding its footing in certain industries beyond just the average movie-watching and multi-screen workspace scenarios that Apple sold us on back at WWDC last year when the headset was first announced.
Cook mentioned that the Vision Pro is already becoming a crucial part of Porsche’s showroom experience, with the automotive giant investing heavily in building spatial experience centers around the Vision Pro and their cars. Prospective buyers can wear the Vision Pro to easily and quickly see all the car’s color options in virtual reality instead of looking at images or swatches in a catalog. The Vision Pro’s incredibly high resolution displays help customers experience the car in ways that were never though possible, allowing Porsche to provide a new dimension to their showroom’s UX in ways that other car companies cannot. Additionally, the headset also enables track experiences, and can also be used to train service technicians, harnessing the true power of Spatial Computing. Quite like the Apple Watch eventually settled into becoming a healthcare device, even though the company originally wanted it to be a fashion-tech wearable, the Vision Pro is only now finding its footing months after its announcement and delivery.
What’s remarkable is that Apple’s Vision Pro managed to breach the filmmaking industry and the healthcare industry just months after being delivered – something that Meta hasn’t really spoken at length about when it comes to their devices, and something that Microsoft’s own Hololens has taken years to achieve (at least in the healthcare and military research industries). Cook spoke about Dr. Tommy Korn, using the Vision Pro to improve surgical eye care through simulations and visualizations, while director Jon M. Chu was using the Vision Pro to oversee the entire post-production process for his upcoming film Wicked.
While entertainment and healthcare seemed like sure shot areas where the Vision Pro would create some form of procedural disruption, seeing Porsche invest so heavily in reinventing their showroom and technical training domains by relying on Vision Pros is fascinating. It’s been just over 2 months since the first Vision Pro was delivered to customers, so one can only wait and see what updates Apple provides us with over the next few months. The 2024 WWDC will mark the first anniversary of the headset’s announcement, and maybe we’ll get a few more upgrades to the device’s software as well as some updates on its industrywide acceptance. Hopefully even a price drop, perhaps? Or maybe that’s just wishful thinking!
