Despite low sales, the Apple Vision Pro is reportedly shaking up the VR/MR industry and moving the trend of headsets from entertainment to productivity and innovation.
The global VR and MR headset market is expected to grow steadily in 2024, with shipments projected to reach 9.6 million units, an 8.8% increase year-over-year, according to a new report by TrendForce. Apple Vision Pro, despite moderate growth, is setting new standards.
Launched in 2024, Apple Vision Pro has already claimed 5% of the market, a significant achievement given its high price. Starting at $3,499, the Vision Pro is not positioned as a mass-market device but rather as a high-end product aimed at professionals and early adopters.
In comparison, Meta dominates with a 73% market share, largely thanks to its affordable Quest 3S, which retails for just $299.
Sony’s PS VR2 claimed the second-largest market share in 2024, holding 9% of the VR/MR market. To expand its reach, the company attempted to integrate the headset with PC platforms using adapters.
However, the PS VR2’s performance has been limited by a lack of functionality and apps. As a result, Sony’s annual shipments saw a 25% year-over-year decline.
Headset technology
One of Vision Pro’s most notable features is its OLEDoS (OLED on Silicon) display, a technology that provides exceptional visual quality, clarity, and precision for near-eye experiences. Unlike traditional LCD-based displays found in most headsets, OLEDoS offers higher resolutions, richer colors, and deeper blacks.
Market share of VR headsets. Image credit: Trendforce
However, the use of OLEDoS also contributes to the headset’s steep price. To expand its market reach, Apple will have to adopt alternative display technologies in the future.
TrendForce suggests that by 2026, Apple could release a successor to the high-end version and a more affordable mainstream model.
Real-world usage
Since its February 2024 launch, the Apple Vision Pro has quickly found its way into operating rooms in the US and worldwide. Surgeons are already exploring its potential, including Santiago Horgan, a pioneer in robotically assisted gastric-bypass surgery.
Horgan, who leads the Center for the Future of Surgery at UC San Diego, has become a strong advocate for the Vision Pro’s value to both patients and surgeons. In an interview, he compared its impact to the robot tool he first used in 2000, describing it as a similarly transformative technology.
“This is the same level of revolution,” Horgan explained, “but will impact more lives because of the access to it.” His statement reflects the Vision Pro’s ability to democratize advanced tools by offering intuitive, high-quality solutions in surgical settings.
And in Brazil, Dr. Bruno Gobbato used Vision Pro during a shoulder arthroscopy to access patient exams and 3D models in real time, enhancing surgical precision. He previously used HoloLens but found Vision Pro’s superior camera resolution and handling of bright surgical lights to be a significant advancement.
Surgeons have been early adopters of the Apple Vision Pro because its high-resolution display provides exceptional clarity for patient data and imaging, crucial during complex procedures. At $3,499, it’s more affordable than traditional surgical monitors, which can cost up to $30,000. And its ergonomic design and real-time data access may improve precision and reducing physical strain during operations.
At the University of California, San Diego, surgeons have integrated the headset into over 20 minimally invasive procedures. Christopher Longhurst, Chief Clinical and Innovation Officer at UC San Diego Health, noted that the device’s cost is minimal compared to traditional surgical monitors.
“So $3,500 for a headset is like budget dust in the healthcare setting,” Dr. Longhurst said.
While most VR headsets have been focused on gaming and entertainment, Apple positions Vision Pro as a multi-functional tool. Beyond consuming content, users can work on documents, hold virtual meetings, and participate in specialized apps in healthcare and education.
