Apple Vision Pro Gaining Traction in Business Despite Slow Consumer Sales [Report]

Apple's $3,500 Vision Pro headset may be struggling with mainstream consumers, but it's starting to gain traction in business settings, according to a new report from the Wall Street Journal. Unlike the iPhone, which spread from consumers into the workplace, the Vision Pro is seeing adoption run in reverse — with companies leading the way in targeted, high-value uses.

For businesses, issues that turn off consumers like price, weight, or a thin content library aren't always deal-breakers. While some early buyers have voiced regret over the purchase, the headset's immersive visuals and audio are proving useful in specialized industrial and commercial applications.

"We're seeing increased momentum for Apple Vision Pro in the enterprise as organizations move from early exploration to large-scale execution," Susan Prescott, Apple's vice president of enterprise and education markets, told the Journal.




Home-improvement retailer Lowe's, for example, is using the Vision Pro in select stores to help customers visualize new kitchen designs. The company plans to expand the initiative from ten locations to 100 by the end of the year, with a goal of reaching 400 stores. Seemantini Godbole, Lowe's chief digital and information officer, said the technology helps bridge the gap between small material samples and the final installed kitchen, allowing customers to make more confident decisions.

In the industrial sector, French software company Dassault Systèmes is using the Vision Pro with its 3DLive App, which allows companies like Hyundai and Virgin Galactic to design and engineer products in a virtual space. Tom Acland, CEO of the company's 3DExcite division, described the Vision Pro as being at the "apex of the possible" in spatial computing.

Aircraft training company CAE is also using the headset to train pilots, complementing traditional full-motion simulators. According to the company's CTO, Emmanuel Levitte, the Vision Pro's sharp display and realistic audio create a more immersive training experience that can lead to better knowledge retention.


While Apple has not released sales figures for the headset, which first became available in February 2024, analyst Ben Bajarin of Creative Strategies estimates that fewer than one million units have been sold, with most of those sales in the enterprise market. "That is totally fine for where the market is now," he told the Journal. "It's super early, but I don't think anyone disagrees that there is a commercial opportunity."

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