Apple’s Vision Pro headset, priced at a staggering $3,500, may not be the top choice for consumers at the moment. However, it has managed to capture the attention and interest of numerous companies, particularly in the Boston area, who see potential in leveraging the new augmented reality system for purposes such as training, manufacturing, and retail. According to Steve Ghee, the chief technology officer for augmented reality at PTC, an engineering and design software company, the Vision Pro stands out in the market due to its unique features, marking it as a promising tool for various professional applications.
Amid the initial lukewarm reception among consumers, concerns about comfort have been flagged by some Apple fans who returned their Vision Pros. Victoria Song, a senior reporter, highlighted the discomfort experienced after wearing the device for an extended period, despite the light seal scan intended to customize the fit. This raises a point of consideration for Apple, as consumer satisfaction and comfort are critical aspects that can significantly impact the long-term adoption and success of the Vision Pro in the consumer market.
Furthermore, the exorbitant price of the Vision Pro has prompted speculation within the business community about Apple’s potential marketing tactics. Jason Levin, a marketing strategist and spatial computing writer, introduced the concept of “mimetic desire” in the context of Apple’s pricing strategy. This psychological theory suggests that consumers may be influenced to desire the same products as their role models, such as celebrities or influencers, leading to increased potential for device ownership among their followers.
Despite the challenges posed by its price and comfort issues, the Vision Pro is being viewed as a strategic move by Apple to establish itself in the augmented and mixed-reality headset market. While consumer adoption may present hurdles, the interest and acceptance it has garnered among businesses for a variety of professional applications signal a potential competing edge for Apple in the business and industrial sectors. The evolving narrative around the Vision Pro underscores the intricate interplay between product pricing, comfort, and influencer-driven marketing, offering a glimpse into Apple’s strategy and the varying perceptions of its flagship AR offering.
