Apple is enjoying a surge of popularity and innovation with the launch of its Vision Pro, a spatial computer that offers a new way of interacting with digital content. According to analysts at Wedbush Securities, the device is creating a “product renaissance” for the tech giant, as customers flock to the Apple Store with unprecedented levels of interest and enthusiasm.
In a note to investors obtained by AppleInsider, Wedbush said that the Vision Pro is a “potential game-changer” that could redefine the industry in the coming years. The firm praised Apple for its “clear success” with the next generation form factor, which exceeded the original expectations of the market by a large margin.
However, Wedbush also recognized the challenges that the Vision Pro faces, such as its high price and its niche appeal. The device starts at $3,499 for the 256GB model, and goes up to $3,899 for the 1TB model, with monthly payment options available. The firm said that the device is mainly targeted at developers and early adopters, and that it was “surprised” by the “early mass market appeal” that the Vision Pro generated. The firm also noted that the device has a robust app ecosystem, with over 600 apps available at launch, which is “well above expectations”.
Wedbush believes that the Vision Pro is only the beginning of a bigger vision that Apple has for the future of technology. The firm predicts that Apple will release a second-generation Vision Pro in the near future, with a lower price point and more options for consumers. The firm also agrees with me that Apple is working on a pair of AR glasses, which could be called Apple Glass, that would have a sleeker design and replace the iPhone as the primary device for users.
Furthermore, Wedbush expects that Apple will leverage the Vision Pro to create an AI App Store, where users can access and create apps that use artificial intelligence and generative models. The firm also anticipates that Apple will introduce generative AI features in the upcoming iPhone 16 series, which would “mark the start of a new frontier of growth” for Apple’s loyal customer base.
Wedbush disagrees with other analysts and firms who are “dismissing Vision Pro as noise”. The firm argues that the device is the “first step towards a much broader technology vision” that Apple’s leadership has for its users. The firm concludes that the Vision Pro is a “renaissance product” that could transform the landscape of technology in the next decade.