- The Apple Vision Pro is cool, but with its big price tag it's been lacking a "killer app."
- Some people say its killer app might actually be using the Vision Pro to replace several monitors.
The Apple Vision Pro has been in need of a "killer app." Is that killer app just … being able to use it as a computer? I'm a little skeptical.
Here's where we're at: Things have been meh for the Apple Vision Pro.
It had a hotly anticipated launch and promising early reviews, but sales are lukewarm to disappointing. There were reports of people returning their headsets in the first month. Sales projections have been cut. Production is reportedly slowing. Business Insider's Jordan Hart's review of the device said that it was impressive, but after a week she found herself running out of reasons to use it.
With a $3,500 price tag, people need a reason beyond "gee whiz" to buy the Vision Pro. It needs a killer app. (Yes, a disclaimer that the device will improve and get cheaper, current meh-ness is not indicative of future wow-ness, etc., etc.)
At Bloomberg, Mark Gurman recently made the argument that a newly improved feature that acts like an external monitor is the device's killer feature:
In my view, the features represent the first true killer app for the Vision Pro. They provide a high-resolution Mac external monitor with what feels like an infinite amount of screen real estate. Before these new modes arrived, I was only using my Vision Pro occasionally to watch movies. Now, I'm back to at least trying to use it every workday.
In Tuesday's Stratechery newsletter, Ben Thompson doubles down:
I completely agree with Gurman. The widescreen Mac display delivers the portable productivity gains I have been hoping for; my desk has four monitors, which makes even a 16″ screen a pain when I travel. This feature is good enough that I might have to carve out some space in my carry-on for its bulk.
It's also cost-competitive with two $1,600 Studio Displays, while delivering an equivalent amount of screen space (5120×1440 effective resolution vs 2 2560×1440 effective resolution displays) in a drastically smaller footprint; it's a fun accompaniment to the new Mac Mini …
I fear this reveals I'm vibrating at a lower frequency, but … four monitors?! I mean, sure! Absolutely, if that's your preferred work setup, I am not going to yuck anyone's yum. I bet I would actually love four monitors. I'm over here with only two in my rig like a plebe.
But what I'm thinking is that if the Apple Vision Pro's killer app is that it can replace four $1,600 monitors, which makes it more convenient for traveling … well, look. I'm not sure how many people are in that same boat.
Yes, I know the monitor maximalists are out there, and I fear respect them as a group — Please do not email me if you use that many monitors; you are clearly more efficient than I am and I cannot handle my inbox — but is there a lot of demand for travel replacement set for your four monitors? Are there that many of you?
Moreover, when you zoom out a little, what this means is that the $3,500 headset's killer app is just … a way to work on a computer. Which is fine, but also: Your computer does that. I'm vaguely reminded of the joke about how Silicon Valley keeps trying to reinvent the concept of a bus.
So I'm not totally sold on the idea this is the killer app for the Vision Pro. It sounds cool. I wish anyone who is using it like this the best — please go on with love and light. But … I don't think this is case closed.