Apple’s Entry into the XR Market with Vision Pro
Apple has recently ventured into the extended reality (XR) market with its new product, Vision Pro. The launch has received positive feedback from early adopters, and it is clear that Vision Pro is impacting the widespread adoption of XR hardware and software. In fact, there are now over 600 applications available on the Vision OS marketplace. Apple has signaled its intention to expand the Vision Pro stack into specialized areas such as surgical care and aerospace controls in the near future.
Surgical AR/VR Expected to Drive Innovation in Healthcare
Surgical augmented reality and virtual reality (AR/VR) are anticipated to be highly impactful innovations in the healthcare sector. According to Technology Foresights, a proprietary framework developed by GlobalData, these technologies are predicted to have widespread adoption in the near term. GlobalData’s Technology Foresights platform monitors over a dozen emerging XR innovations that are expected to influence the healthcare industry. These innovations include holographic surgical displays, AR/VR applications for optometry, integration with surgical robots, and more remote advancements such as real-time 3D anatomical modeling and 4D computed tomography.
The Goal of Surgical AR/VR Innovation
The basic premise of surgical AR/VR innovation is to integrate XR technologies into surgical procedures. However, the complexity of surgical care demands more than just superimposing computer-generated images onto a surgeon’s view. The goal is to provide real-time visual guidance and enhanced awareness during surgery. This has led to a notable increase in innovation activity, with over 40 start-ups actively working on creative surgical AR/VR solutions, as identified by the Technology Foresights platform. These start-ups include hardware manufacturers, chip makers, healthcare providers, and software developers.
Start-up Landscape in Surgical AR/VR
A closer look at the start-up landscape in surgical AR/VR reveals a vibrant ecosystem characterized by robust innovation and competitive dynamics. Noteworthy innovators in this space include companies like Synaptive, XACT Robotics, and CMR Surgical, which specialize in surgical robots offering enhanced visualization capabilities for precision surgeries. There are also start-ups focusing on software-based solutions, such as Theator and Heartflow, which aim to provide surgical intelligence and improved visualization for cardiovascular diagnostics, respectively. Start-ups are also developing solutions tailored to specific surgical procedures, such as neurosurgery planning, hip implants, orthopedic surgeries, and advanced breast cancer imaging.
Apple’s Impact on the Surgical Care Field
The intricate nature of surgical XR technology is clearly reflected in the start-up scene. As Apple’s Vision Pro sparks widespread adoption of XR products, it will be intriguing to observe how companies developing solutions for surgical care adapt to Apple’s ecosystem. Additionally, it will be interesting to see if Apple leverages its strategy of effective tech-driven acquisitions to establish its presence in the field of surgical care. Apple has a track record of successful acquisitions in new domains, with recent additions of Mira Labs in 2023 and Curious AI in 2021.
Analyst comment
Positive news: Apple’s entry into the XR market with Vision Pro and its intention to expand into specialized areas indicates growth and potential in the market. The positive feedback and availability of applications on the Vision OS marketplace further support this. In the surgical AR/VR field, innovation is expected to drive healthcare advancements, with a vibrant ecosystem of start-ups actively working on solutions. Apple’s impact will be interesting to observe, and its tech-driven acquisitions may further establish its presence in the surgical care field. The market is expected to continue growing and evolving with these developments.
