Apple Vision Pro: Low Sales and Low User Engagement Persists
- Apple’s Vision Pro struggles to hit the half-million sales mark since its February debut.
- Its high price tag and low user engagement are major hurdles for the new headset.
- Tim Cook defends Vision Pro as a niche gadget for tech enthusiasts.
- But, a partnership with Sony could be the game-changer Vision Pro needs.
Apple’s highly anticipated Vision Pro headset, launched in February, has sold fewer than half a million units to date. Internal data from the tech giant reveals that many buyers are not engaging with the device as much as expected, prompting Apple to halt production with suppliers for the remainder of 2024.
Photo via CNET // The Apple Vision Pro, Apple's first-ever VR headset.
High Price, Limited Appeal
Priced at $3,499, the Vision Pro was envisioned as a groundbreaking technological marvel. However, its steep cost has been a significant barrier to mass adoption. "People who want to experience cutting-edge hardware also need to possess deep pockets to bankroll the purchase, and those appear to be few in number," explains industry analyst Ming-Chi Kuo.
Despite the high price tag, the Vision Pro’s competitors have similarly struggled to captivate users, suggesting that pricing alone isn’t the sole issue. Many potential buyers find the lack of compelling use cases a deterrent, as the current app ecosystem hasn’t fully matured to support widespread adoption.
Since the Vision Pro went on sale in February, I’m told that the company has sold fewer than half a million units. And a large number of Vision Pro buyers (those who haven’t returned it) aren’t using the product as much as Apple anticipated, according to internal data gathered by the company. Of course, that second problem isn’t unique to Apple. Meta and other headset makers also have struggled to keep customers hooked on their products. But it makes it that much harder to get consumers to upgrade someday.— Mark Gurman
Tim Cook’s Defense
Apple CEO Tim Cook has been vocal in defending the Vision Pro’s performance. In interviews with The Wall Street Journal and WIRED, Cook emphasized that the Vision Pro is an "early adopter product" rather than a mass-market device.
At $3,500, it’s not a mass-market product [...] Right now, it’s an early-adopter product. People who want to have tomorrow’s technology today—that’s who it’s for. Fortunately, there’s enough people who are in that camp that it’s exciting.— Tim Cook, The Wall Street Journal
He reiterated this sentiment in a recent WIRED interview, stating, “It’s an early adopter product, for people who want tomorrow’s technology today. Those people are buying it, and the ecosystem is flourishing. The ultimate test for us is the ecosystem.”
Photo via Vanity Fair // Tim Cook wearing and using the Apple Vision Pro, Apple's $3.5K "spatial computer."
Users Aren't Engaged
Mark Gurman, in his latest ‘Power On’ newsletter, highlighted a concerning trend:
[Current] Apple Vision Pro buyers [...] aren't using the product as much as Apple anticipated.— Mark Gurman
This mirrors challenges faced by other headset manufacturers like Meta, where sustaining user engagement remains a hurdle. The limited usage suggests that the Vision Pro has not yet found its footing in the market.
It appears that the market has a ton of room to mature and expand before consumers start putting them in the same usage bracket as smartphones.— Mark Gurman
Future Prospects
Looking ahead, Apple is exploring ways to enhance the Vision Pro’s appeal. Reports indicate that Apple has approached Sony to partner on integrating PlayStation VR2 controllers with the Vision Pro. According to Bloomberg, a future update to visionOS will support third-party hand controllers, including Sony’s PlayStation VR2 controllers, aiming to bolster the software ecosystem.
“Supporting hand controllers could augment Apple's own eye-and-hand movement detection, attracting more development for games and other applications,” Bloomberg suggests. This move could address the current gap in engaging content, potentially boosting Apple Vision Pro sales and user interaction.
Photo via MacRumors // A concept rendering of a next-generation version of Apple's Vision Pro headset.
Delayed "Low Cost" Version
The high price point has also led to the postponement of a more affordable version of the Vision Pro, now expected beyond 2027. Kuo points out that the combination of cost and insufficient use cases has slowed down broader adoption. However, he remains optimistic that with a richer app library and enhanced features in future updates, the Vision Pro could gain traction.
Building for the Future
Apple’s strategy with the Vision Pro reflects a long-term vision. By positioning it as an early adopter product, Apple aims to gradually build a robust ecosystem. While the Vision Pro hasn’t met initial sales expectations, Apple’s approach allows for iterative improvements and ecosystem expansion. If successful, this strategy could pave the way for more advanced and accessible augmented reality experiences in the future.
Photo via CNET // The Apple Vision Pro, viewed from the side (sideways angle).
Final Thoughts
As Apple continues to refine the Vision Pro, the tech community remains watchful. The partnership with Sony and potential enhancements in software could be pivotal in redefining the headset’s market presence. For now, Apple remains committed to its vision of delivering tomorrow’s technology to today’s enthusiasts, even if it means a slower, more deliberate rollout.
What do you think about Tim Cook’s ‘early adopter’ description? Let us know in the comments.
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