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Apple looks to break free from iPhone dependence with Vision Pro mixed reality headset, says GlobalData

by Anthony Weaver

Following the news that Apple [1] has unveiled a new Vision Pro mixed
reality headset at WWDC 2023;

Anisha Bhatia, Senior Technology [2] Analyst at GlobalData [3], a
leading data and analytics company, offers her view:

“Apple’s much-awaited Vision Pro headset is a beta device to see if
it can emerge from its iPhone dependence. The Vision Pro is aimed at
developers with immersive use cases geared towards productivity,
enterprise, and entertainment. Apple’s 34 million+ active developer
community will be key here, as will be cross compatibility with apps
from iPhone, iPad, and MacBook platforms. This headset is expected to
boost demand for associated augmented reality (AR)/virtual reality (VR)
games, apps, and services, a category growing in importance to Apple’s
bottom line.

“Apple is marketing the headset as an extended display – hence the
name Vision Pro – steering away from any mention of the Metaverse,
which Meta [4] has seized in recent times. This is a first-gen product,
and Apple is playing a long-term game. The availability of Disney
[5]’s huge content library on the Vision Pro for a full immersive
experience is a plus, as is the alliance with Unity for 3D content. VR
and AR headset sales and active headset engagement have been
disappointing, but Apple is sitting on a pile of cash and can attract
early adopters. GlobalData forecasts annual revenues from AR headsets to
reach more than $30 billion by 2030, making this a market ripe for

“The Vision Pro’s $3,499 sticker price will inhibit adoption, but
Apple is not looking to make money off this product just yet. Apple’s
entry into this segment will garner mainstream attention for mixed
reality hardware, the likes of which only Apple is capable of. The
Vision Pro is Apple’s attempt at cracking open the extended reality
(XR) door to create an addressable market with iterations of Vision Pro
in the years to come.”

About GlobalData

4,000 of the world’s largest companies, including over 70% of FTSE 100
and 60% of Fortune 100 companies, make more timely and better business
decisions thanks to GlobalData’s unique data, expert analysis and
innovative solutions, all in one platform. GlobalData’s mission is to
help our clients decode the future to be more successful and innovative
across a range of industries, including the healthcare, consumer,
retail, financial, technology and professional services sectors.

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