This past weekend, Apple debuted its Vision Pro mixed reality headset in the United Kingdom, marking the end of the firm’s international device rollout completion, which started at WWDC 2024 and includes regions such as mainland China, Japan, Singapore, Australia, Canada, France, and Germany.
Starting July 12, UK customers can now demo and purchase a Vision Pro device for 2,785 GBP. The product contains additional accessories, including a solo knit band, a dual loop band, a personalized light seal with two light seal cushions, an Apple Vision Pro cover, a polishing cloth, a battery, a USB-C charge cable, and a USB-C power adapter. Moreover, the package includes ZEISS Optical Prescription inserts that improve clarity for those with vision hurdles.
Moreover, Apple notes that XR application developers have launched roughly 2,000 spatial applications that are available on the productivity-focused XR device. Additionally, Apple Vision Pro users can leverage around 1.5 million compatible iOS and iPadOS applications to boost the number of services and opportunities on the device.
Apple also supports major digital service providers, specifically for workplace situations, including Box, Craft, Fantastical, MindNode, Slack, Things 3, Webex, Zoom, and Microsoft 365.
Apple Vision Pro to Increase AR/VR Headset Shipments
The Vision Pro’s worldwide rollout comes as the headset market shifts due to emerging MR devices. A recent IDC report shows a significant decrease in global shipments of AR/VR headsets in the first quarter of 2024, with a 67.4% drop compared to the previous year. This decline has mainly impacted VR headsets, as potential customers are showing a preference for MR/AR devices.
Jitesh Ubrani, a Research Manager at Worldwide Mobile Device Trackers, IDC, pointed out that introducing new mixed reality/spatial computing devices is driving the decline of VR headsets. Ubrani predicts that purely virtual reality headsets will gradually become less prominent in the market. Additionally, the IDC representative forecasts that XR brands and developers will create new hardware and experiences to facilitate users’ transition to augmented reality in the future.
However, the report noted that as sales declined, the average selling price increased by over $1000, partly due to Apple Vision Pro. Since the Quest 2 market takeover in 2020, prices of multiple consumer headsets have increased incrementally.
Ubrani noted that Apple’s marketplace debut expanded internationally since WWDC alongside a strengthened broader vendor ecosystem, which “adds pressure” to Meta’s lead. However, Ubrani explained, “Meta’s lead will likely remain unchallenged during the year as the company’s low-cost, high-volume strategy will separate it from the rest of the pack.”
With the starting entry price for MR headsets expected to decrease and new mass-market products, the IDC expects the headset shipment volume to increase with an annual growth rate (CAGR) of 43.9 per cent from 2024 to 2028.
Reports show that Apple is taking steps to adequately react to an influx of potential customers during the buildup of Vision Pro’s worldwide general availability. Apple is refining the distribution process to improve the supply chain from manufacturing to customer-facing in-store demoing.
Recent Chinese reports have indicated that Apple plans to increase the production of Vision Pro devices by strengthening its supply chains, marking an increase that matches the IDC report.
The news followed Apple’s announcement about the availability of Vision Pro in international markets, suggesting that Apple is gearing up its hardware manufacturing capabilities in anticipation of a surge in global orders.
According to the reports, Apple is contacting new partners to source the materials required for its OLED+CF display. The company collaborates with two-panel manufacturers in the region to secure the new OLED order.
To boost Vision Pro production, Apple is shifting away from its current reliance on Sony OLED manufacturing, which has a maximum cap of 900,000 units per year. Instead, Apple sent a Request for Information to Samsung Display and LG Display to assess their ability to fulfil Apple’s order. It’s worth noting that the Request for Information focuses on each manufacturer’s ability to develop OLEDoS (OLED on Silicon) based products.
Reports suggest Apple’s interest in OLEDoS could increase product manufacturing while stabilizing supply chains. This move is likely in response to the expansion of the Pro’s market and the upcoming introduction of a more affordable product variety. While Samsung Display and LG Display have not yet confirmed the news, the request could prove financially lucrative if Vision Pro orders increase.
More on Vision Pro for Enterprise
Alongside the Vision Pro hardware hitting UK markets, Apple’s accompanying enterprise software stack is also debuting to support an immersive business future. During its WWDC in 2024, Apple unveiled new enterprise-facing APIs to help business customers take full advantage of the device’s spatial computing features. These fresh APIs are part of Apple’s ongoing effort to support Vision Pro application developers in creating enterprise-focused spatial computing solutions.
Apple is enhancing sensor access and visual capabilities as part of the Vision Pro enterprise API update. This includes providing access to the device’s primary camera and improving capture and streaming capabilities for Vision Pro users.
In a WWDC promotional video, Apple demonstrated how the improved camera support enhances video feeds to facilitate collaboration. Now, the primary camera supports capturing input data, passthrough, and wearer-composite feed, giving developers more flexibility for immersive remote communications.
Additionally, Apple is introducing a spatial barcode and QR code scanning framework. This will make it easier for Vision Pro devices to scan barcodes and QR codes, allowing users to access immersive experiences and location-based content.
Apple’s new enterprise API updates also include support for the Apple Neural Engine, enhancing the machine learning process on Vision Pro. Furthermore, Vision Pro will have improved object-tracking capabilities for better content interaction and streaming.
Apple notes that this will enable enterprise users to customize application performance for intensive workloads. It’s important to note that the enterprise APIs are exclusively available to Apple Developer Program or Apple Developer Enterprise Program account holders upon request. Moreover, to support the new enterprise APIs. Apple is also upgrading its operating system and powering Vision Pro.
Tim Cook, CEO, announced visionOS version 2, also at WWDC, with the leader stating at the time:
The enthusiasm for Apple Vision Pro has been extraordinary, and we are thrilled to introduce the magic of spatial computing to more customers around the world. We can’t wait for more people to see the impossible become possible, whether working and collaborating with an infinite canvas for apps, reliving treasured memories in three dimensions, watching TV shows and movies in a one-of-a-kind personal cinema, or enjoying brand-new spatial experiences that defy imagination.
After several beta testing stages, the VisionOS update is now available for Vision Pro users. Apple plans to release the update this fall, free for all users.
Although Apple has not disclosed all the new features of visionOS 2, the company is highlighting new tools for 3D spatial recordings, new hand gestures for the Home View space, Mac Virtual Display optimization, Travel Mode, and Guest User updates.
Another detail revealed by Apple is that when customers order the Apple Vision Pro, they will need to complete a face scan using an updated iPhone or iPad with Face ID to create a custom-fitting headband.
Cook mentioned that companies like Porsche, Sharp Healthcare, and others utilise Apple Vision Pro headsets to develop new spatial experiences, from training service technicians to designing future showrooms. With Vision Pro reaching various new regions, worldwide enthusiasts and business partners will start to dictate if the promising technology will stay in the office.
