Trends Report

Apple’s Vision Pro Is Much More Than Another Headset

January 25th, 2024
Julie Ask, null
Julie Ask
With contributors:
Fiona Swerdlow , Taylor Hansen , Benjamin Nagle


US consumer adoption and usage of virtual reality headsets has been lukewarm since their introduction to the consumer market about 10 years ago. Consumer use cases focused on video games, but for a number of reasons, they failed to draw large audiences. On February 2, 2024, Apple plans to change the headset narrative with the launch of its new spatial computing device, the Apple Vision Pro. It will launch with 1 million compatible apps — including Apple One, its monthly media subscription service — and Apple will use its retail presence and marketing prowess to change consumer appetite for these devices. Even without initial commercial success, Apple will succeed by changing perceptions.

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