Apple's Vision Pro gaining traction in some niches of business - WSJ

Apple's Vision Pro gaining traction in some niches of business - WSJ

Apple's Vision Pro, the company's latest foray into augmented reality (AR), is gaining traction in specific business niches. The Wall Street Journal reports that the device, which was unveiled in June 2025, is being adopted by businesses for tasks ranging from remote collaboration to industrial training. This trend is particularly notable as Apple continues to navigate a challenging landscape in the tech industry.

The Vision Pro's adoption in business niches can be attributed to its advanced AR capabilities. The device offers a high-resolution display, spatial audio, and a suite of sensors that enable immersive experiences. These features make it an attractive tool for industries such as real estate, retail, and manufacturing, where AR can enhance customer experiences and streamline operations.

Apple's Vision Pro is also benefiting from the favorable antitrust ruling in Alphabet's landmark case, which has opened new revenue streams for the company. The ruling allows Apple to continue collecting revenue from Alphabet for preloading Google Search onto its devices, as well as potentially negotiate similar deals with AI service providers. This additional revenue stream could boost Apple's financial performance and support its ongoing investment in AR technology [1].

Despite the positive developments, Apple's stock has had a mixed performance year-to-date. The company's shares have risen over 16.5% in the past month due to the favorable antitrust ruling and other strategic moves, but they remain down over 5% year-to-date compared to the S&P 500's advance. Investors are closely watching Apple's upcoming product event on September 9, where the iPhone 17 is expected to be unveiled. The event will provide further insights into Apple's plans for AI and AR, which could influence the company's stock price [1].

In conclusion, Apple's Vision Pro is gaining traction in specific business niches, driven by its advanced AR capabilities and the company's recent favorable antitrust ruling. As Apple continues to invest in AR technology, its financial performance and stock price will be closely watched by investors.

References:
[1] https://www.cnbc.com/2025/09/03/what-alphabets-favorable-antitrust-ruling-means-for-apple-and-its-investors.html