Apple has pulled the plug on its $3,500 Vision Pro mixed-reality goggles after struggling to sell the device due to its high price point. According to reports from October 2024, the company had sold only around 370,000 units, representing just two-thirds of its initial production run of eight million.
The Vision Pro’s failure to gain traction in the market can be attributed to its steep price tag, which is equivalent to buying a second-hand car. The device failed to deliver essential apps and use cases that would justify the high cost. In contrast, Meta’s Quest VR headsets have been more successful, with a lower price point of $300 to $500, allowing consumers to take a gamble on unproven tech.
It remains to be seen whether Apple can find its niche in this space at a lower price point of $1,000. However, the company’s recent experience suggests that even with a cheaper model, sales may still be elusive. The reports also indicate that Apple has scaled back production expectations for the next generation of AR headsets, suggesting a massive drop in expectation.
The Vision Pro’s demise marks another setback for Apple’s attempts to enter the mixed-reality market. As the company continues to explore new technologies, it will be interesting to see how they adapt and respond to changing consumer demands.
Source: https://kotaku.com/apple-vision-pro-vr-mixed-reality-report-1851731279