Apple Vision Pro Finds Success in Niche Markets | Enterprise Use Cases

Apple Vision Pro Finds New Life in Niche Industries Despite Weak Consumer Demand

The Apple Vision Pro may have struggled with its high cost and limited app ecosystem in the mainstream market, but a new report suggests the device is quietly carving out a profitable niche in specialized industries. According to the Wall Street Journal, enterprise and professional applications are giving Apple’s first mixed-reality headset a second chance at relevance—mirroring the path once taken by Google Glass and Microsoft HoloLens.

Lessons from Google Glass and HoloLens

While Google Glass failed to capture consumer interest, it went on to find success in industrial and medical sectors, where hands-free tools offered real utility. Similarly, Microsoft’s HoloLens became an enterprise solution used by global names like Toyota, L’Oréal, and NASA before being discontinued.

The pattern is clear: devices launched for the general public but priced too high often survive as specialized tools. The Vision Pro seems to be following this exact trajectory.

Lowe’s: Redefining Retail with Virtual Kitchens

One of the standout case studies comes from Lowe’s. The company is using the Vision Pro in its San Jose store to help customers preview kitchen remodels through immersive 3D visualization.

Shoppers can walk into a virtual version of their future kitchen, speeding up decisions, encouraging bolder design choices, and even helping contractors close deals faster. According to the WSJ report, this has already begun to drive measurable sales growth for the retailer.

Partnership with Dassault Systèmes

Apple has also partnered with French software giant Dassault Systèmes, whose 3D design platforms are widely used across industries. Together, they launched the 3DLive App earlier this year, enabling companies in sectors like aerospace, automotive, and pharmaceuticals to leverage the Vision Pro for everything from drug development to data center engineering.

Pilot Training with CAE

Another key adopter is CAE, a Canadian company specializing in aviation training. The Vision Pro’s high-resolution visuals and immersive sound are now being used to supplement full-motion simulators, giving pilots more realistic and cost-effective training sessions. This use case highlights how Apple’s headset can serve as an advanced tool in industries where precision and immersion matter

The Bigger Picture: Apple’s Strategy

Apple appears to be pivoting its marketing efforts toward these specialized sectors, where price sensitivity is lower and practical applications are clearer. While the Vision Pro may never become a mainstream consumer product in its first generation, Apple seems focused on proving its value in business, industrial, and educational contexts—similar to how Chromebooks thrived in schools.

However, history shows that once devices retreat into niche markets, they rarely make a comeback in the broader consumer space. Whether Apple can change that narrative with future, cheaper, and lighter versions of the Vision Pro remains to be seen.