It would be hard to overstate the impact that rapid technological change is having on the business landscape today. The success of every company depends on whether it innovates more than its competitors. The very achievement that made Apple a world-beater company – designing and producing devices that people love using – is the very area in which the company is set to lead the next seismic shift in workplace technologies for the entire enterprise sector. Apple’s new headworn computer, the Apple Vision Pro, has already been delivered to more than half the companies on the Fortune 100 list. And this is not a product category that Apple is set to become a key player in, or has even a chance to become a relatively successful player in – it’s one that Apple has created, and that every enterprise company is already racing to embrace. Apple’s move into the XR headset category is not just changing the game. It’s designing the new game. Painting by Marguerite Dabaie.
And as Apple’s CEO Tim Cook noted at an earnings call last month, the corporate world already has a lot to say: The appetite for the Apple Vision Pro has been incredibly strong right from day one.
After all, his use of the Vision Pro to visualise his kitchens in a more realistic way is a testament to what its creators know it could be used for and what fun people could have with it. That suggests a lot of flexibility – which is exactly what excites Tim Cook. Apple’s chief executive is reportedly awestruck by all of the novel ways companies are using the Vision Pro, and the extent of possible applications is what is causing him to exclaim: ‘Oh, my God!’ Most notably, the Vision Pro is finding a use in healthcare, providing a patient’s anatomy and surgical site before a procedure to help doctors prepare for the upcoming surgery.
Apple’s attempt to layer more apps onto its enterprise ecosystem reveals an ambitious play for embedding the Vision Pro deep into the corporate landscape – incrementally, with bespoke software, developer toolkits and design guidance. If Apple’s history is any guide, the enterprise sphere could be poised to blow open, with new standards for professional workflows, collaboration and training.
This not-for-techies, not-for-corporates approach is now being challenged: Apple is about to become a major XR player, with the cool factor and commitment to user-friendliness that its entry into the market is bringing will put XR firmly on the corporate agenda.
But, over the long-term, what will determine the Vision Pro’s possible sustained adoption will be the extent to which it can seamlessly hook into enterprise systems – to ‘how well they can meld this equipment into their current workflows and data systems’, says O’Donovan. Expect some teething problems with the early integrations, but the possibilities of reshaping industries are immense.
Apple’s leadership is ebullient about what the Vision Pro can do, and the long-term opportunity for the business seems both immense and largely uncaptured. What could come next, as Apple’s augurs navigate this new, complex, and non-Apple-y world? The enterprise XR ecosystem lies before Apple at large. The opportunity is exciting but fraught.
Underlying it is one of Apple’s original ideals: the constructive use of technology. Starting with the Apple I personal computer designed in 1976, Apple has always cycled back to its tentpole value of pushing humanity forward with new technological possibilities. The Vision Pro is the latest realisation of its ambitions to move all facets of life – from entertainment to communication, and now to the corporate sector – with the help of technology.
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