Apple Vision Pro: Beyond the Search for a Killer App

The tech world's obsession with finding the "killer app" for Apple Vision Pro misses the point entirely. While critics fixate on the absence of a single compelling use case that justifies the $3,500 price tag, they're overlooking what makes this device truly revolutionary: its exceptional versatility and potential.

The Multi-Tool Advantage

Vision Pro isn't defined by a single breakthrough application – it's characterised by doing everything remarkably well. From its stunning virtual displays to immersive entertainment experiences, the device delivers consistently high quality across all functionalities. This versatility isn't a weakness; it's its greatest strength.

The platform's broad capability set creates a fertile ground for innovation, even if we haven't yet seen the full flowering of its potential. The current lack of utility apps that bring both function and enjoyment isn't a flaw in the device itself, but rather a reflection of where we are in the platform's evolution.

The Development Reality

As a company working on six Vision Pro projects, I've seen firsthand the challenges and opportunities this platform presents. The current total addressable market (TAM of one of my apps) caps at around £72 million – a figure that makes venture capitalists hesitate. But this number tells only part of the story. As the installed base grows and users discover new ways to integrate the technology into their daily lives, these markets will expand.

The Road Ahead: Concerns and Opportunities

Recent reports from supply chain analyst Ming-Chi Kuo have stirred up some anxiety in the development community. The news that Apple's consumer-focused, more affordable non pro variant has been pushed beyond 2027, with the next iteration being another "pro" version featuring M5 and presumably R2 chips, raises valid concerns about market growth.

This timeline shift highlights a crucial need: Apple must provide a clear roadmap for the platform's future. Developers are investing significant time and resources into building the ecosystem, often without the financial backing traditionally available for new platforms. The lack of transparency about the platform's direction makes these investments riskier.

As I understand it, production of the cheaper Vision Pro has been delayed beyond 2027 for a while now. This means Apple's only new head-mounted display device in 2025 will be the Vision Pro with an upgraded M5 processor.

I think what really drove Apple to delay the cheaper…

— 郭明錤 (Ming-Chi Kuo) (@mingchikuo) November 3, 2024

A Call to Action

Apple could take immediate steps to support its development community and accelerate platform growth. One compelling solution would be to eliminate App Store fees for Vision Pro applications for the next three years. This would effectively remove the "Apple tax" from developers who are essentially building the platform's foundation from the ground up.

This investment in the developer ecosystem would:

• Encourage more developers to experiment with the platform
• Allow for more competitive pricing of apps
• Enable developers to reinvest more revenue into application development
• Create a more robust app ecosystem faster

The Experimental Mindset

As someone wisely noted in February, the key to success with Vision Pro lies in treating it as an experimental playground. This approach allows developers and users to discover what truly resonates rather than forcing predetermined use cases.

The slower evolution of the platform might feel frustrating, but it's also an opportunity. It gives developers time to refine their applications, users time to discover their preferred use cases, and the technology time to mature naturally rather than being rushed to meet artificial deadlines.

Looking Forward

While the delayed timeline for a consumer version is disappointing (though totally unproven), it shouldn't overshadow the platform's potential. The focus on professional users and high-end capabilities in the next iteration suggests Apple is committed to pushing the technology forward before seeking mass market adoption.

What we're witnessing isn't just the launch of a new device – it's the birth of a new computing paradigm. Like the early days of smartphones, we're still discovering what's possible. The absence of an obvious killer app isn't a weakness; it's an invitation to innovate.

The key now is for Apple to support its developer community through this crucial early phase. With the right support structure and a clear roadmap, Vision Pro can evolve into something truly transformative. The platform's strength lies not in any single application but in its potential to reshape how we interact with digital content and with each other.

The journey may be longer than initially hoped, but the destination remains as promising as ever. The question isn't whether Vision Pro will find its killer app – it's how many groundbreaking applications we'll discover along the way.