The long-anticipated Apple Vision Pro has been on the market for just over a month, but it’s yet to be seen whether or not the mixed-reality headset — and its hefty $3,499 price tag — will have staying power with consumers in the long run. A similar inconclusiveness applies to marketers, though a handful of brands have been quick to place bets on the immersive tech in hopes of shoring up a stronger connection to digitally driven consumers.
Early results for the Vision Pro, the device Apple CEO Tim Cook says will be responsible for introducing a “new era of spatial computing,” are promising. Before the headset’s Feb. 2 release, Apple reportedly had already sold between 160,000 to 180,000 units just days after pre-order became available. This week, several reports suggest the device, which has only been available in the U.S. so far, could be coming to other countries soon. However, some consumers only a few weeks in are already reporting that they are returning the device or not using it as much as they thought they would.
Still, the Apple Vision Pro and its futuristic capabilities appear to be enticing for marketers, with some wasting no time crafting experiences of their own for the device, like Snickers, which announced a Super Bowl-timed activation before the headset was even released. Others, like J. Crew and Lowe’s, were among the first announced by Apple as early adopters of the tech, which was launched with 600-plus apps. Only time will tell if Apple will be able to break through a historically tough category to crack.
Below, Marketing Dive has gathered together some of the different ways brands are showing up with Vision Pro experiences, from Diageo’s Don Julio tequila, which is using the headset to connect consumers to its culture, to E.l.f. Cosmetics, which launched one of the headset’s first beauty shopping apps.
