Apple Vision Pro will compete with Magic Leap and HoloLens in the enterprise AR market

According to news on November 12, it remains to be seen whether Apple Vision Pro can become a strong competitor in the enterprise AR market. When Vision Pro was announced at WWDC in June, it was primarily aimed at the consumer market, but Apple also showed off some enterprise-level use cases, including augmented reality applications in indoor spaces. IT Home noticed that the two enterprise-level applications mentioned at WWDC were PTC and JigSpace. This week Apple released short interviews with these two companies to discuss their experience with Vision Pro

PTC’s CAD Software

PTC is a CAD (computer-aided design) software company with over 30 years of history and remains one of the market leaders. Desktop PC workstations and tablets are still a great way to design complex engineering parts and machines, but AR and VR are better than traditional screens for actually showing how they will look in the real world. On Vision Pro, PTC’s application even supports multiple headsets in the same space to view the same true-size CAD model. PTC has also developed a web-based real-time editing feature so that modifications to the CAD model in their iPad CAD app are immediately reflected in the life-size model on Vision Pro. "I'm pretty much used to VR. But when I put on the Apple Vision Pro and walk around digital objects and interact with other people in real time -- it's something that stops you in your tracks," said the company's AR/VR technology Director said to Apple.

JigSpace is a technology with airflow visualization

JigSpace claims they have “the world’s highest-rated AR app” for iPad, allowing users to import 3D models, customize and animate them in 3D presentations, which can include images, audio , text labels, etc. It's an ideal application for Vision Pro, who have teamed up with Alfa Romeo to create a demo "Jig" that shows off a C43 Formula 1 car at true scale and visualizes the airflow over it.

"One of the senior 3D artists on our team told Apple that he literally cried when he saw his model in space at its true size for the first time and could move around it freely. With Similar to PTC, JigSpace also supports multiple people to collaborate in the same space. Multiple headsets can see the same virtual object, and can even draw and circle points of interest in 3D space, and leave persistent annotations in the air. ."

Can Vision Pro compete with the likes of Magic Leap, Microsoft, and Varjo?

Aimed at enterprise customers and enterprise applications, Vision Pro will directly compete with the three existing enterprise-level AR headsets: Magic Leap 2, Microsoft’s HoloLens 2 and Varjo’s XR-3 series. The Magic Leap 2 and HoloLens 2 are similar in price to the Vision Pro, but they use clear optics, have a narrower field of view, and have older, weaker CPUs. The Magic Leap 2's battery life is significantly longer, and it and the HoloLens 2 should be more comfortable. Varjo's XR-3 series has a comparable field of view to the Vision Pro, with better clarity in the central frustum area, but the headset costs nearly twice as much and requires a cable to connect to expensive Windows. Workstation computer. This does greatly increase the fidelity and range of software it can run, but limits its use in large collaborative spaces

Of course, another dark horse in the enterprise AR market may be Meta’s Quest 3. While it offers a significantly worse color see-through experience than Vision Pro or Varjo, and doesn't yet support features like dynamic occlusion, its much lower price may appeal to some organizations, especially those smaller companies.

A key advantage for Apple is that they can relatively easily extend their existing iPad apps into AR using Apple's suite of developer tools they may already use. This potentially reduces the cost, time and complexity for companies to adopt headset-based AR, something that other companies relying on Unity and the Unreal engine cannot easily match.

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