The Apple Vision Pro marks the biggest experiment yet in the field of “spatial computing,” which its boosters argue has the potential to be the next era of tech — a shift on par with the emergence of mobile computing. But what are early adopter companies really doing with Apple’s new hardware, and what do they hope to get out of these investments? The piece examines efforts from Lowe’s, e.l.f. Cosmetics, Hanifa, and the PGA Tour to understand these companies’ strategies. And while there are certainly benefits to being an early adopter, there are also barriers to entry, including expertise, competition, visibility on what is now a relatively small platform, and platform lock-in.