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Extended Reality

Why Apple’s VisionPro could ignite spatial computing for enterprise

Apple's Vision Pro, a wearable and spatial computer, has the potential to redefine the AR ecosystem by introducing spatial experiences. Enterprises that rely on physical spaces, exclusivity or premium experiences — such as art galleries, luxury brands or high-end automotive — stand to benefit the most. As the competitive landscape evolves, businesses can reimagine processes, drive efficiency and deliver immersive customer experiences. While mass consumer adoption may be a few years away, early enterprise adopters can gain a competitive edge by embracing spatial computing. To do so, enterprises must prioritize talent and build cultures that have the agility to take advantage of this evolving landscape.

Thoughtworks, a global technology consultancy, believes Apple's newly launched Vision Pro device has the potential to shape the emerging field of spatial computing. As senior executives and CxOs seek guidance in navigating the AR landscape, Thoughtworks stands ready to assist enterprises in leveraging this technology to drive business value, backed by its deep-rooted experience in extended reality (AR).


The unveiling of Apple's Vision Pro marks a significant milestone in the AR ecosystem. The EyeSight, for example, enables users to stay connected while bringing 3D objects to life; the device seamlessly integrates with other Apple products, which means it could offer a cohesive multi-platform user experience for Apple consumers. With Vision Pro being Apple's first 3D camera, capturing spatial photos and videos in breathtaking detail, it signifies a leap forward in immersive visual capabilities.


Recognizing Apple's history of mainstream disruption, Thoughtworks believes that Vision Pro could act as a catalyst for the AR industry, much like Apple did with music players and smartphones. Despite initial restrictions due to pricing, this spatial computing device has the potential to change the way organizations across many different industries think about everything from entertainment and creativity to operations and product development. Despite the $3,500 price tag, it could well represent a first step to making immersive spatial experiences a consumer reality.


Even if mass consumer adoption takes time, enterprises can seize the opportunity to reimagine `their business models and enhance consumer interactions. Industries that place value on physical spaces, exclusivity or premium experiences stand to benefit the most. Luxury retailers can unlock new ways to offer personalized, one-to-one experiences, museums can develop new ways of engaging and captivating visitors, while industries like automotive and personal banking can explore new ways of brand-building and driving operational effectiveness.


As the competitive landscape evolves, Thoughtworks anticipates an increasing number of enterprises reimagining their current business processes with this technology. For instance, they may be able to drive efficiency in industrial use cases such as physical asset management (oil company wells, equipment and trucks, for instance) and in operational management and maintenance. Tools such as digital twins could be used to optimise factory throughput and lead to more better managed warehouses. 


Thoughtworks, with its extensive R&D experience and engineering prowess in AR, has partnered with multinational technology giant Lenovo to create AR solutions and enhance software development practices. The collaboration successfully addressed a number of challenges faced by Lenovo, such as intellectual property licences, external streaming experiences and on-device authentication. Thoughtworks' expertise led to the development of critical applications, including the A3 AppSpace app for seamless 2D-to-3D integration and the ARCast app for sharing mixed reality experiences.


Drawing from a rich portfolio of AR and 3D projects, Thoughtworks has a deep understanding of Unity, the underlying technology powering Apple's spatial computing capabilities. With a specific focus on the intersection of the human and the machine, the company ensures inclusive experiences while harnessing the gamification potential of AR. Its agile approach and Pathfinder methodology guarantee rapid and scalable Proof of Concepts (PoCs) that can drive business value through spatial computing.


As Apple's VisionPro paves the way for the spatial computing era, Thoughtworks will help enterprises navigate the landscape. With a humble acknowledgement that there are no one-size-fits-all answers, Thoughtworks invites senior executives and CxOs to explore the possibilities and seize the opportunities that AR and spatial computing present.


For more information about Thoughtworks' expertise in AR and our comprehensive suite of services, please visit our XR webpage.