Apple, which is preparing to launch its Vision Pro mixed reality headset on February 2, already envisions future applications for the device in the workplace, including its use in surgery, aircraft repair, and student education.
In a video sent to employees this week, Apple executives Mike Rockwell and Alan Dye discussed product development, as well as potential growth areas for the technology that is still emerging. Bloomberg News obtained a transcript of the conversation, which came before Apple began accepting pre-orders for the Vision Pro on Friday.
When asked about some “cool” ways people can use the $3,499 Vision Pro, Rockwell pointed to healthcare, training and education as key areas.
“Oftentimes, surgeons struggle to look at displays during operations, as information is spread out,” said Rockwell, vice president in charge of the device. “Apple Vision Pro can bring it all together and hopefully improve patient outcomes.”
Separately, the company told employees in a memo Thursday that they will be eligible for a 25% discount on the Vision Pro. That's less than the 50% discount Apple offered when the company launched its smartwatch and HomePod smart speaker — even though those products didn't have a high price tag. That will bring the cost down to about $2,600, excluding taxes and options.
Employees also get $500 to spend on a Mac every three years, a credit they can apply to headphones. Apple will reimburse the cost of the product's prescription lenses, according to the memo seen by Bloomberg.
The Cupertino, California-based company marketed the Vision Pro as a consumer device for gaming, video and communications. But Apple is looking for ways to broaden its appeal. Rockwell said technicians or aircraft mechanics can use it to get “high-quality training in ways they haven't been able to experience before.”
Rockwell added that he's “very excited about what we can do in learning and teaching because it represents another superpower for Apple Vision Pro.”
Apple did not immediately respond to a request for comment.
Two of Rockwell's assistants – Dave Scott and Yaniv Gur – are investigating new applications for Vision Pro. Scott was previously an executive on Apple's automotive team before leaving briefly to run a mobile MRI machine company. He is now responsible for finding ways for companies to use headphones. Gore, who previously managed engineering for Apple's productivity apps, is overseeing potential education opportunities for the device.
Apple is betting that mixed reality — the mixing of virtual reality and augmented reality — will eventually become a major source of revenue. But the high price will make it difficult to win over consumers.
The success of Vision Pro will also depend on third-party developers. Although Apple has bundled content from several major entertainment providers, including The Walt Disney Company, others have refused to support the new device.
Netflix Inc. does not plan Spotify Technology SA and Google's YouTube to introduce Vision Pro apps for their services, forcing users to view their content through the device's web browser — a less immersive experience.
Apple hopes the pioneering technology in its headphones will help attract converts.
“We strived to make a product that would be a tool, not a toy,” Rockwell said. “To make a product for high-end productivity or entertainment, displays have to be exceptional, so we invested a lot in creating a new, uncompromising high-resolution display system.”
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