Apple's US$3,499 Vision Pro mixed-reality (MR) headset has struggled to find a foothold with consumers. Its hefty price tag, bulky design, and a limited number of applications have all been obstacles since its launch. But while it may not be a hit with the average user, the device is quietly finding its niche in the business world, emerging as a new tool for training, design, and retail.
According to a report in The Wall Street Journal, Susan Prescott, Apple's vice president of Worldwide Developer Relations, said a growing number of companies are moving beyond simple pilot projects and into scaled deployments. This is a clear signal that professional use cases for the Vision Pro are spreading rapidly.
Retail and design use cases
For example, US home improvement retailer Lowe's has rolled out the Vision Pro in 10 stores across the San Francisco Bay Area and Austin, Texas. Customers can use the headset to preview new kitchen layouts in immersive 3D. The company plans to expand the program to 100 stores by the end of 2025, with a long-term goal of reaching 400. Early feedback from stores suggests that the device not only helps customers make decisions faster but also encourages them to buy higher-end products. In some cases, contractors are even using it to guide their clients' choices.
In Europe, the industrial software maker Dassault Systèmes has partnered with Apple to launch the 3DLive application. The application provides immersive collaboration tools for designers and engineers in complex industries like automotive, aerospace, and pharmaceuticals. Its customers include major players like Hyundai Motor, Virgin Galactic, and Deutsche Aircraft.
Training and simulation
Canadian aviation training firm CAE has integrated Apple Vision Pro into its pilot programs and is in talks with multiple airlines to broaden its use. The company highlights Vision Pro's superior resolution, haptic feedback, and audio capabilities as key advantages over competing devices, driving better training results. The headset also enables "virtual co-pilot" scenarios, allowing remote crews to train together in simulated cockpits.
Market outlook
Market research firm Creative Strategies estimates that fewer than one million Vision Pro units have been sold since its 2024 launch, mostly to corporate customers. Analysts say this aligns with typical early adoption patterns for emerging technologies and see strong long-term potential for the device.
Although consumer adoption has been slow, Vision Pro has demonstrated the unique value of "spatial computing" in professional settings. Industry experts believe Apple could reposition the device for mainstream consumers in the future by introducing lighter, more affordable models alongside a broader app ecosystem.
Article edited by Jack Wu
