Apple Vision Pro a big hit in enterprise

During the Apple earnings call, Apple CEO Tim Cook shared that half of Fortune 100 companies have purchased Apple Vision Pro units.

Apple Vision Pro is the first spatial computer from Apple and has proven to be a controversial entry in the product lineup. It launched in February 2024, and very little has been shared about how it is selling.

There isn’t a line item in Apple’s earnings for Apple Vision Pro, but CEO Tim Cook shared a tidbit of interest during the Q2 earnings call. He said Apple Vision Pro has been purchased by half of Fortune 100 companies.

Enterprise markets have been a target by competing headsets like the now defunct Microsoft Hololens. Despite the expected pundit dismissal of Apple Vision Pro as a glorified dev tool, it seems to have at least penetrated the enterprise.

Later in the call, CFO Luca Maestri revealed some of the enterprise uses for Apple Vision Pro. Those include Aircraft engine design at KLM Airlines, team collaboration at Porsche, and kitchen design at Lowe’s.

It is also being used to develop spatial computing apps for the platform. We’ve already seen apps from companies like Gucci that take advantage of Vision Pro features.

The $3,500 face computer isn’t for everyone, but it has found a niche early in its life cycle. Expect to hear more about Apple Vision Pro during WWDC in June when Apple reveals visionOS 2.0.