Not all coffee machines look the same. Certainly not the ones that have Porsche’s name on them. Arguably, any espresso maker would pass as a hot seller with Porsche branding, but if it’s a La Marzocco – the biggest name in premium Italian coffee makers – you’ve got yourself a dream machine to shell that cash for.
The Linea Micra espresso machine, in this case, is made in collaboration by La Marzocco and Porsche. It exudes Italian craftsmanship from the ground up, and is embellished with automaker’s design aesthetics that most fans would recognize from the 911 Carrera’s details. No wonder then, a limited-edition color variant of this machine sold out in less than a day of its announcement.
Owing to its design influence from the Porsche 911 Carrera RSR, Linea Micra Italian coffee machine has been crafted in two exclusive color options. Both are special-edition and are limited to the magical 911 number. The machine in both original Porsche color Slate Grey Neo or – now sold out – Martini Racing design (a tribute to Porsche and Martini Racing’s partnership), features the noticeable iconic blue and red livery from the inspiration sports car.
Besides the iconic Porsche stripes and the subtle dos of the automaker’s ingenuity, the coffee machine thrives with La Marzocco’s unwavering quality. The Linea Micra is based between the company’s Linea Classic – a barista-level brewer – and the Linea Mini – a countertop genius. It is the same dual-boiler version of the Classic, in a smaller size, emitting luxury and elegance with the dual branding. The use of two stainless steel boilers means brewing temperature and steam pressure can be controlled separately.
The machine touts quick heat-up time and easy operation to provide automotive coffee enthusiasts with perfect espresso every time in only a few steps. The Linea Micra is paired with a multi-purpose portafilter that allows switching between single-spout, double-spout, and bottomless spout setups at will. The easy-to-fill two-litre water tank and integrated steam wand for frothing the milk have a single-point Porsche touch. The handles for hot water and steam are inspired by Porsche drive mode, while the pressure gauge on the coffee maker reminds of the racecar’s speedometer.
A fan collectible, this Porsche-edition La Marzocco Linea Micra espresso machine is available through Porsche online shop and in Porsche Design stores now. Priced either $6,555 or $6,949, based on the color option (the latter unavailable), the coffee maker also has a magnetic drip tray and cup warmer that take design cues from the Porsche 911 GT3.
Gone are the days when kitchen tools and appliances were simply seen as utilitarian objects. With a greater awareness of product design, consumers have become more meticulous in picking products that do more than just serve their advertised functions. Aesthetics and tactile experiences have also become important buying considerations, especially for those who consider the kitchen as their little castle. Even something like a coffee maker can have a profound impact on the ambiance of a space, which is why this particular concept design takes inspiration from one of the most impactful brands in the automotive market.
When it comes to cars, Porsche is a name that is immediately associated with elegance, luxury, and performance. Its sports cars are known not just for their speed but for their regal presence on any type of road. Characterized by smooth curves and aerodynamic forms, Porsche’s design language has been the inspiration for designers across various industries outside of vehicles.
nair is a coffee machine concept that is a result of such inspiration. Most coffee maker designs gravitate toward two extremes. On the one hand, you have the typical black and silver kitchen appliance that dominates even the luxury market. On the other hand, you have vibrant and colorful models that inspire playfulness and curiosity. Somewhere in the middle is nair, embracing a spirit of dynamism and style that is more commonly seen in Porsche cars than kitchen tools.
There are very few straight lines in nair’s design, for example, preferring the smooth and gentle curves that give Porsche sports cars their aerodynamic properties. The choice of materials isn’t determined by durability alone but also by the texture and aesthetic that adds to the enjoyment of the product even when not in use. Also adhering to the brand’s minimalist design language, there is no wasted space or extraneous detail. From its handle to its interface, every part is born from meticulous attention to detail that balances functionality and form.
The result is a coffee machine that goes beyond just making coffee. It transforms the experience into something that is both visual and tactile, adding value to the object without burdening it with unnecessary features. The design concept might not make your coffee taste better, but it elevates the whole brewing experience and turns it into something more like an art form.
The TAG Heuer Carrera Chronograph Tourbillon x Porsche Panamericana is a special creation that embodies the spirit of both brands. It’s a celebration of one of the most iconic partnerships in motorsport history—TAG Heuer and Porsche—brought to life through an exquisite design that pays homage to the legendary Carrera Panamericana race. Limited to only 255 pieces, this 42mm watch is a tribute to the boldness and adventurous spirit that have defined these two brands for decades.
Designer: TAG Heuer x Porsche
Image: Porsche
Taking inspiration from the Porsche 550 Spyder, a car that left its mark on the 1954 Carrera Panamericana, this new timepiece seamlessly reflects the character of TAG Heuer’s watchmaking mastery and Porsche’s racing heritage. The skeletonized dial draws inspiration from the 550 Spyder’s iconic wheels, while the silver-tone nods to the base color of the victorious 1954 racer. Accents in bold yellow, alongside deep black subdials, recall the ’55’ number that adorned the car, enhanced by the striking livery images showcasing the number ’55’ throughout this timepiece, reinforcing the link to the original race’s winning details.
Image: TAG Heuer
The dial offers more than a tribute—it’s an immersive experience. The shimmering effect and grained textures resemble the metallic bodywork of the Spyder and the rugged texture of asphalt, making the Carrera a stunning reflection of automotive and watchmaking craftsmanship. Encased within a steel 42mm framework and highlighted by a domed Glassbox sapphire crystal, the elements shine in a way that demands attention.
Image: Porsche
Design Breakdown: Dial, Case, Movement, and Strap
The TAG Heuer Carrera Chronograph Tourbillon x Porsche Panamericana radiates a design philosophy that merges functionality with the storytelling power of motorsport history. The skeletonized dial is the first striking feature—it’s a visual delight and a tribute to the engineering brilliance of the Porsche 550 Spyder. The rim-inspired architecture that frames the dial pays homage to the 550 Spyder’s wheels, bridging a crucial element of motorsport directly onto your wrist. The openwork dial design draws the eye toward the intricate chronograph and the tourbillon mechanism, demonstrating TAG Heuer’s refined watchmaking skills.
Image: TAG Heuer
The contrast between the shiny surfaces and the textured grains enhances the beauty of this Carrera. The shimmering effects seem to change dynamically with the lighting—much like how sunlight interacts with a car’s bodywork, an intentional design nod that mimics the chrome accents of classic Porsche sports cars. The dial’s silver, black, and yellow contrast is evocative of the bold ’55’ number on the original 1954 Spyder, with the yellow chronograph hands capturing a sense of movement and vibrancy. It’s not just about color, but the strategic use of shades and textures to convey speed and precision.
Image: TAG Heuer
The caseback provides an intimate view of the in-house calibre TH20-09, a reminder that TAG Heuer’s expertise is just as much about what’s beneath the surface as what’s on display. The intricate engraving, ‘Swiss Made Since 1860’, adds a layer of heritage, while the Spyder engraving on the profile of the case is a subtle nod to Porsche’s legacy. The TH20-09 calibre features an automatic column-wheel chronograph mechanism along with a tourbillon, highlighting TAG Heuer’s mastery of complex horology. The oscillating weight, crafted to resemble a Porsche steering wheel, ties the watch’s inspiration back to Porsche’s racing heritage.
Image: In-house calibre TH20-09
The domed Glassbox sapphire crystal crowns the dial and provides a broad visual experience without distortion. It almost feels like it amplifies every detail underneath, giving the watch an added depth. It resembles the clear windshield of a racing car, providing an unobstructed view of all the dial’s activities. This wide-angle crystal reinforces the sense of openness, enabling a full appreciation of the Carrera’s mechanical intricacies.
Turning to the strap, the perforated calfskin leather in black with a vibrant yellow lining embodies that classic rally aesthetic while offering a distinctly contemporary twist. The stitching is clearly inspired by historical rally straps, but the updated contrast elements add a sophisticated touch that is more attuned to today’s design language. It’s not merely functional—it’s integral to how the watch carries the Panamericana’s spirit. The yellow detailing along the edges mirrors the vibrant accents on the dial, providing a balanced, visually pleasing symmetry.
Final Thoughts
With a price of CHF 35,000 (~$40,000) and availability starting in October 2024, the TAG Heuer Carrera Chronograph Tourbillon x Porsche Panamericana offers exclusivity and an exquisite nod to both brands’ storied partnership.
Image: TAG Heuer
The TAG Heuer Carrera Chronograph Tourbillon x Porsche Panamericana brings the thrill of motorsport to the wrist. From the skeletonized dial that evokes the look of Spyder rims to the black and yellow accents reminiscent of the victorious 550 Spyder, every detail of this watch speaks to the shared history between TAG Heuer and Porsche. It’s about how these two iconic brands capture the essence of performance, precision, and passion in a design that tells a powerful story. The Spyder engraving on the case profile, the nods to historical rally straps, and the meticulously crafted TH20-09 movement all combine to create a timepiece that’s undeniably bold, rooted in heritage, yet crafted with a vision that extends beyond nostalgia.
When Porsche partnered with Almond Surfboards to create a limited-edition surfboard collection, it was an inspired fusion of German engineering and California surf culture. This collaboration merges precision design and a laid-back lifestyle in a collection that balances craftsmanship with bold, iconic aesthetics.
Designers: Porsche + Almond collection
Each board is hand-shaped in Costa Mesa, California, and showcases the iconic Porsche 911 colors from the 1960s: Bahama Yellow, Irish Green, and Polo Red. These bold, classic hues evoke the timeless appeal of Porsche’s storied motorsport past. Additionally, the Pink Pig livery, famously featured on the 917/20 at Le Mans, injects a sense of playful rebellion, bridging a connection between race tracks and ocean waves.
The attention to detail extends beyond color. Each board is meticulously numbered with 63, paying homage to the debut year of the first Porsche 911. These boards are designed for peak performance, crafted to carve through waves with the same finesse that a Porsche car cuts through corners.
Iconic Liveries: A Visual Legacy
Porsche’s racing liveries have left an indelible mark on motorsport culture. The Pink Pig livery, first introduced at Le Mans in 1971, caused a sensation with its butcher-style markings, a nod to fun and boldness in racing design. While it didn’t take first place, the livery remains unforgettable. Porsche’s knack for creating visual identities that speak beyond speed is part of what makes its designs iconic.
Other liveries, such as Gulf Racing and Martini Racing, tell their own stories of endurance and triumph on tracks like Le Mans and the World Endurance Championship. These designs represent Porsche’s relentless pursuit of innovation and excellence, and now, those same livery styles are reflected in the surfboard collection—offering Porsche fans a chance to connect with the brand in an entirely new way.
Numbers That Matter: The Significance of 63
The number 63 carries deep significance for Porsche, symbolizing the birth of the 911 in 1963. This number isn’t merely a historical reference—it reflects Porsche’s enduring philosophy of design and innovation. On the surfboards, the 63 serves as a reminder of Porsche’s legacy and how that spirit has been translated into everything from cars to lifestyle products.
Personally, the number 911 has long been significant in my life. Over a decade ago, I managed to score a mobile phone number that starts with 917 and ends with 911—a perfect numerical tribute to one of Porsche’s most famous models. Every time I give out my number or see it on my business card, it feels like a small but meaningful connection to Porsche’s history.
Crafting the Boards: Surf Meets Precision Engineering
The shaping process of the surfboards in the Porsche x Almond collection mirrors the craftsmanship seen in Porsche’s cars. Each board is shaped from polyurethane foam, reinforced with basswood stringers, and wrapped in fiberglass cloth. The combination of these materials delivers durability, performance, and aesthetic beauty. Just like Porsche’s vehicles, each board is crafted with purpose, delivering on form and function.
Almond’s influence is felt deeply here, as their approach to surfboard crafting draws on the traditions of California surf culture. Known for their hand-shaped boards and commitment to craftsmanship, Almond brings a design ethos rooted in authenticity, simplicity, and a connection to the ocean. This influence transforms the boards into more than sporting equipment—they represent a lifestyle. Almond’s surf culture emphasizes longevity and timeless style, blending seamlessly with Porsche’s commitment to performance and precision.
The hand-foiled fiberglass fins are a nod to Porsche’s engineering precision. Crafted from 36 layers of fiberglass, these fins reflect a focus on fine detail, much like the assembly of a high-performance car engine. The inclusion of custom wooden wall brackets for display reminds us that these surfboards, much like Porsche’s vehicles, are as much art as they are machines for performance.
A Personal Connection: Pikes Peak and Porsche’s Racing Spirit
In 2016, I was fortunate to experience firsthand Porsche’s racing heritage on a drive I’ll never forget. While scaling Pikes Peak in a Macan GTS, wrapped in liveries designed to reflect Porsche’s racing history, I had the surreal honor of seeing my own name emblazoned on the car. This wasn’t just a typical drive—it was a full immersion into Porsche’s racing spirit, taking me from Pikes Peak to Mount Evans, a journey that pushed the Macan GTS and my own driving skills to their limits.
The livery on the Macan GTS was designed to reflect Porsche’s legacy at Pikes Peak. It’s a vivid reminder of how Porsche integrates its heritage into every aspect of its modern vehicles, creating a sense of continuity between the brand’s past, present, and future. Porsche’s emphasis on precision, balance, and driver engagement could be felt in every twist and turn of the climb.
Surfboards as Lifestyle: Porsche’s Expanding Design Language
What makes the Porsche x Almond surfboards special is how they expand Porsche’s design language beyond the road. These boards are an extension of Porsche’s identity. The Bahama Yellow, Irish Green, and Polo Red colors signify past 911 models and represent Porsche’s ability to merge motorsport heritage with contemporary design aesthetics.
Almond’s surf culture influences the design of these boards by bringing a sense of authenticity, simplicity, and connection to nature. The boards are shaped by hand, emphasizing craftsmanship, just as Porsche’s vehicles are assembled with precision. This collaboration showcases how Porsche’s design philosophy can transcend its automotive roots and enter new realms, like surfing, while staying true to the brand’s core values.
Porsche’s visual identity has always been about creating a lasting impression, from racing stripes to the Pink Pig motif. The Porsche x Almond collection is the next step in that journey, extending the brand’s influence from the race track to the waves of California.
A car is simply a room on wheels, right? Or that’s what the oversimplified definition of a car is… by that very standard, all car companies might as well be architecture firms; and it seems like Porsche may be taking that theory rather seriously. The automotive marque has unveiled plans for a residential building in Bangkok, its first in Asia, following previous ventures in Miami, USA and Stuttgart, Germany. This new development is a collaborative effort between Porsche Design (carmaker’s luxury goods sub-brand) and Ananda Development, with the aim of creating an ultra-luxury living experience in the heart of Thailand’s bustling capital. Standing 95 meters tall, the 21-story tower is set to feature 22 exclusive duplex and quadplex apartments, each promising to embody the essence of Porsche’s design philosophy.
The tower’s design is as striking as one would expect from a brand synonymous with cutting-edge automotive design. The building’s facade is sleek and modern, with a spiral ramp at its center, reminiscent of the winding roads often navigated by Porsche’s high-performance vehicles. This ramp not only serves as a striking architectural feature but also leads to communal garages within the building, which Porsche has aptly named “passion spaces.” These garages are designed to be more than just parking spaces; they are envisioned as social hubs where residents can display their car collections and interact with fellow automobile enthusiasts.
You wouldn’t expect a company like Porsche to simply build a residential complex without flexing a bit of innovation and engineering, right? Well, arguably one of the most innovative features of the Porsche Design Tower Bangkok is its fully automated terrace door system. This system is inspired by the retractable roof mechanism of the Porsche 911 Targa and allows for a seamless blend of indoor and outdoor living. The doors fold and hinge open from the top, creating an expansive terrace space that effortlessly extends the living area of each apartment. This feature is not only a nod to Porsche’s heritage but also a practical solution for enhancing the living experience in a tropical climate.
In addition to the unique architectural and design elements, the tower will also offer a range of luxurious amenities. Residents will have access to a 25-meter swimming pool, a state-of-the-art fitness center, a spa, and both social and business lounges. These amenities are designed to cater to the lifestyle needs of Porsche’s discerning clientele, providing them with spaces to relax, socialize, and conduct business without ever having to leave the building.
The Porsche Design Tower Bangkok is set to break ground in early 2025, with completion expected by the end of 2028. This project is part of a growing trend among luxury car brands to expand their influence into the real estate market, offering their customers not just a product, but a complete lifestyle experience. It does fall in line with an overall trend to move away from just mobility and focus on different aspects of life too, like with Tesla and its Powerwall, solar-panel roof tiles, etc.
Tuthill Porsche, a UK-based renowned rally and restoration shop is setting the pace in the restomod industry with the recent collaboration with Singer. They’ve recently turned eyeballs at the 2024 Monterey Car Week with the Porsche GT ONE. The restomod inspired by the famous 1990s 911 GT1 race car that featured in the BPR Global GT Series. This later took shape as the road-legal 911 GT1 Straßenversion which was limited to 21 units for the passionate buyers.
Well known for modifying Porsche 911’s, the company wanted to commemorate the homologation special Straßenversion with its version that we see here. The performance car is fully optimized for road use, unlike the Straßenversion. As per Richard Tuthill, CEO, Tuthill Porsche, “We have taken the best bits but focused on producing a wonderful road car. The inspiration from all that we have done in the past and have been inspired by what others have done before us and continue to do.”
Just like the 911 GT1 Straßenversion, the GT One has the striking styling of the 993-generation 911. The company commissioned designer Florian Flatau for this amazing race car tailored for the streets. The ride’s body is made out of carbon fiber that brings the total weight down to 2,645 pounds. The limited edition car will have a 4.0L flat-six engine under the hood in two configurations. One will be a 493 hp naturally aspired version and the other a forced induction version churning out 593 hp. The gearbox will also be offered in a choice of 7-speed dual-clutch transmission or a manual gearbox.
The impressive specifications don’t end there, as the GT ONE boasts a double wishbone suspension, bespoke calipers and carbon ceramic brakes. For those who want to take advantage of every ounce of the engine power, the car has advanced aerodynamic tuning courtesy of the CFD analysis. Tuthill is also considering an add-on aero package for enthusiasts who want to test it out on the freeway or the race tracks.
According to Richard, this masterpiece takes around 3,500 hours to finish which in itself is a testament to the effort put into the making. Only 22 production examples of the GT ONE will be made and there’s no word on the pricing yet. That said, the makers believe the car is a piece of art and a machine to be enjoyed while driving.
The Chronograph I, designed by Professor Ferdinand Alexander Porsche, stands as an enduring symbol of functional and aesthetic innovation in watchmaking. Originating from the same principles that sculpted the Porsche 911, this watch has retained its iconic status since its debut in 1972. At a time when most chronographs were rendered in gold or silver, the Chronograph I’s all-black design distinguished itself with stark functionality, inspired by the clear, high-contrast instrument panels of the 911, designed to offer drivers precise readability under extreme conditions.
Designer: Porsche Design
Historical Design and Philosophy
Ferdinand Alexander Porsche, profoundly influenced by his formative years in his grandfather’s design offices, adopted a design philosophy that emphasized honest, functional design. This ethos materialized in the Porsche 911, a vehicle renowned for its distinctive lines and performance-driven design. Tasked with designing a watch in 1972, Porsche aimed to create a piece that was unmistakably derived from the vehicle, embodying unrestricted functionality. The Chronograph I, with its matte black dial, high-contrast indices, and anti-reflective glass, marked a bold departure from conventional watch designs, reflecting the dashboard of the Porsche 911.
Studio F. A. Porsche
The integration of automotive elements like the red second hand and tachymeter, directly inspired by the car’s instrument panel, enhanced its aesthetic appeal and practical utility, transforming Chronograph I into the first “sports car for your wrist.” Despite initial controversies, its design philosophy resonated with those who valued clarity and functionality, setting a new industry standard.
Evolution to the Present
Today, the legacy of Chronograph I is celebrated through Chronograph 1 – All Black Numbered Edition. This modern iteration upholds the core elements that made the original groundbreaking while integrating contemporary materials and technological advancements. The design maintains its historical roots, with the black casing and dial emphasizing its racing DNA and updates like the Porsche Design Calibre WERK 01.140 movement ensuring precision and durability.
Chronograph 1 – All Black Numbered Edition
Produced in Porsche’s specialized facility in Solothurn, Switzerland, the watch continues to attract both watch collectors and automotive enthusiasts. Its high-quality craftsmanship and limited production of 1,000 pieces annually enhance its collectibility.
The Hodinkee 2024 Edition
Porsche Design has introduced the Chronograph 1 – Hodinkee 2024 Edition, expanding this heritage. Curated by Hodinkee, a leader in the watch platform sphere, this special edition merges the iconic design of the Chronograph I with the style of the 1970s, updated with modern technology. It features a COSC-certified Porsche Design calibre WERK 01.140, housed in a black titanium carbide-coated case with a matching titanium bracelet, ensuring both durability and style.
CHRONOGRAPH 1 – HODINKEE 2024 EDITION
This edition is distinguished by unique details such as the historical “1 Mile” graphic on the tachymeter scale and a bilingual day display in English and Japanese, underscoring its appeal to a global audience. Limited to just 350 pieces worldwide, it features the historic Porsche Design icon and Hodinkee lettering on the case back, marked as “TRILOGY – CHAPTER 1.”
CHRONOGRAPH 1 – HODINKEE 2024 EDITION
Each iteration of the Chronograph 1 encapsulates Porsche Design’s commitment to blending form and function, continuing to embody Ferdinand Alexander Porsche’s vision by capturing the spirit of the Porsche 911 in a wearable form. Whether through the classic All Black Numbered Edition or the exclusive Hodinkee 2024 Edition, this timepiece remains a captivating tribute to timeless design and impeccable craftsmanship, securing its place in the annals of horological excellence.
LEGO Technic has displayed its profound affinity for performance cars in the past month or so. The latest to rise in their famed list is the LEGO Porsche GT4 which exists because of a special cause. It’s a part of the Porsche 4Kids program which aims to allow young car enthusiasts to get up close and personal with the new all-electric GT4 e-Performance. This will be done through the Porsche 4Kids holiday program held from July 30 to August 18 at the Porsche Museum in Stuttgart.
Surprisingly the LEGO supercar is not a part of the Ultimate Car Concept Series that has similar LEGO sets like the McLaren P1 and Mercedes-Benz G Wagon. Unlike other Technic models, this one is not up for grabs and can only be tested out in real-time at the museum. Also, mark your calendars on 6 August for the special event hosted by Porsche GT4 e-developer Björn Förster and Lego designers Ann Karring and Aurelien Rouffiange.
As Jenny Simchen from the Porsche 4Kids programme at the museum explained, “We give the kids the opportunity to delve into the fascinating world of Porsche and Lego, test the GT4 e-Performance as Lego racing drivers, and play an active role themselves.” The kids and adults can interact with the remote-controlled performance Porsche and other Technic models to learn more about Porsche’s tech innovation.
So far there are no details about the brick count of this exclusive set, the scale version (we assume it’ll be a 1:8 model), or the overall dimensions. LEGO Technic and Porsche have kept the surprise element for this one till the set is explored by eager kids at the museum. The only thing known is that tickets for the special event can be booked online and priced at $30.
While the Porsche 911 has evolved into an iconic roadster, the Porsche 928 has played second fiddle in shaping the acoustics for the sports car all these years. You probably might never have heard about the Porsche 928 but the famed grand tourer initially created to replace the 911, faded away into the mid-90s.
One lucky Porsche 928 served as a testbed for three decades to test the noise to help the German manufacturer stay within the permissible limits of the law while also having a sweet sound signature compared to the competition. The Grand Tourer was the perfect fit as opposed to the 924 which had a lower engine speed, the 911 which was too loud, or the 944 which had a lot of gearbox rattle at low speeds. Porsche test engineer Harald Mann called it the dinosaur for obvious reasons.
The prized vehicle saw a host of additions for the purpose of acoustic testing, like adding scoops to the engine compartment or bonnet. Porsche had a routine of testing the car to achieve the sweet 63 dB low noise level by accelerating to 30 mph and smoothly moving up to 37 mph on a 20-meter stretch rigged with microphones. This one-off gem also comes with a 5.4 liter V8 engine refined from the early 90s tests. The vehicle’s interiors are kept to a minimum, making it a unique proposition. No doubt it adorns the Porsche Museum now for automotive enthusiasts to revel in the live history of Porsche’s innovation.
What we are interested in about the rare 928 is its Mad Max-esque looks that have a hint of Back to The Future element. The engineers had to wrap the car in cotton wool for noise dampening, and it was mounted on the radiator giving it a very intimidating persona. On the rear, the enormous exhaust silencer strapped to the window gives off the same vibe. Imagine this rare Porsche driving on the streets for Instagrammable reels and pictures.
Who knew that Porsche would become the Vision Pro’s most valuable customer?!
Addressing people for the first time since the Vision Pro went on sale in March, Tim Cook decided to give viewers an update of the Vision Pro’s success during this year’s iPad keynote. Although it isn’t clear exactly how many spatial headsets the company sold so far, although the Vision Pro is surely finding its footing in certain industries beyond just the average movie-watching and multi-screen workspace scenarios that Apple sold us on back at WWDC last year when the headset was first announced.
Cook mentioned that the Vision Pro is already becoming a crucial part of Porsche’s showroom experience, with the automotive giant investing heavily in building spatial experience centers around the Vision Pro and their cars. Prospective buyers can wear the Vision Pro to easily and quickly see all the car’s color options in virtual reality instead of looking at images or swatches in a catalog. The Vision Pro’s incredibly high resolution displays help customers experience the car in ways that were never though possible, allowing Porsche to provide a new dimension to their showroom’s UX in ways that other car companies cannot. Additionally, the headset also enables track experiences, and can also be used to train service technicians, harnessing the true power of Spatial Computing. Quite like the Apple Watch eventually settled into becoming a healthcare device, even though the company originally wanted it to be a fashion-tech wearable, the Vision Pro is only now finding its footing months after its announcement and delivery.
What’s remarkable is that Apple’s Vision Pro managed to breach the filmmaking industry and the healthcare industry just months after being delivered – something that Meta hasn’t really spoken at length about when it comes to their devices, and something that Microsoft’s own Hololens has taken years to achieve (at least in the healthcare and military research industries). Cook spoke about Dr. Tommy Korn, using the Vision Pro to improve surgical eye care through simulations and visualizations, while director Jon M. Chu was using the Vision Pro to oversee the entire post-production process for his upcoming film Wicked.
While entertainment and healthcare seemed like sure shot areas where the Vision Pro would create some form of procedural disruption, seeing Porsche invest so heavily in reinventing their showroom and technical training domains by relying on Vision Pros is fascinating. It’s been just over 2 months since the first Vision Pro was delivered to customers, so one can only wait and see what updates Apple provides us with over the next few months. The 2024 WWDC will mark the first anniversary of the headset’s announcement, and maybe we’ll get a few more upgrades to the device’s software as well as some updates on its industrywide acceptance. Hopefully even a price drop, perhaps? Or maybe that’s just wishful thinking!
