The universe of Apple Vision Pro (AVP) pundits is mostly divided between haters and fanboys. As we noted in our launch day commentary, be wary of those who haven’t touched the device, or those who aren’t versed in the dynamics and nuances of spatial computing.

But even deeper perspective on AR and its market dynamics misses a key x-factor when it comes to Vision Pro: what the market will bear. The jury is still out if the device excites people enough to get over its sticker shock… which is very real. And will it find a killer app?

The same x-factor applies to businesses. In fact, enterprise adoption could eclipse that of consumers in AVP’s early days. Despite its consumer-centric positioning and entertainment use cases, early adopters will most likely be businesses and developers looking to gain spatial footing.

Vision Pro Ships Today with Glimpses of Tomorrow

Highlight Reel

So the question is if businesses show up for Vision Pro. That will come down to use cases such as productivity and remote collaboration. Beyond those functions – erstwhile leading the way for enterprise AR and VR adoption – there’s also immersive brand marketing.

But until businesses jump into any of these use cases with Vision Pro and vote with their wallets, we can check their temperature through survey data. Though aspirational, survey sentiments can start to paint a picture of enterprise adoption, and where they may see ROI potential.

To start to answer such questions Sortlist recently fielded a survey to businesses in Europe. With a sample size of 1,000, it focused on various enterprise use cases but with an emphasis on creating marketing content or extending a brand’s footprint through Vision Pro apps.

Here’s the highlight reel… 

  • 49.55 percent of business owners plan to invest in marketing within the Apple Vision Pro.
  • 18.62 percent have already begun to do so.
  • 31.83 percent said they would not invest in marketing for this platform.
  • 25 percent plan to invest in virtual product demos.
  • 68 percent plan to create marketing experiences for Vision Pro.
  • E-commerce (78.85 percent), Fashion (77.08 percent), and Healthcare (71.96 percent) are the verticals with the most interest in developing immersive Vision Pro experiences.
  • Virtual networking will be the #1 priority for business marketing in Vision Pro.
  • Businesses anticipate spending 10k-30k euros (this was a Europe-fielded survey). However, 14.52% of those who’ve already jumped in have invested 30k-50k euros.

What’s Vision Pro’s Enterprise Play?

Long and Winding Road

Back to Apple’s intentions, it sees an enterprise and brand opportunity even though it has marketed Vision Pro’s main use cases as consumer-centric. One piece of evidence can be seen in Apple’s device management moves. It wants to take friction and risk out of the equation.

Specifically, as we recently examined, Apple will include Vision Pro in the existing enterprise device management program (think: AppleCare for enterprise). This lets businesses manage Vision Pro in the same workflows they currently use for iPhones, iPads, Macs, and wearables.

This includes things like support, repair, and easy employee onboarding. It can also remotely wipe devices in the case of loss or theft. Apple knows all of this will be required to get brands over the adoption hump, as it can ease uncertainty and de-risk an unproven technology.

Either way, Vision Pro’s adoption path will be long and winding. Apple realizes that and is playing a long game. In fact, brand marketer adoption could be similar to past technologies in that we’ll see a rush of early adopters, then years of gradual traction from the long tail.

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