Apple’s Vision Pro, a groundbreaking VR headset, initially garnered significant attention for its immersive technology and sleek design. However, its high price ($3,999 in France or $3,500 in the U.S.) led to disappointing sales, with only around 200,000 units sold within its first year. Apple later halted production of the device after a year, citing affordability as a key reason for the decision. Despite being praised for its visual quality and intuitive controls, the premium price made it difficult for consumers to justify the investment.
Apple is now focusing on developing an affordable VR headset, possibly named “Vision Lite,” which could bring the technology closer to mainstream markets. Tim Cook acknowledged that the Vision Pro wasn’t designed to cater to mass-market demands, echoing consumer sentiments about its steep cost compared to competing devices like Meta’s Quest 3 ($329).
The decision to halt production reflects a broader shift in Apple’s strategy, signaling its move away from ultra-affordable premium products. This could mark a turning point for the company as it reimagines its approach to VR technology and aims to align more closely with consumer expectations.
Source: https://glassalmanac.com/tim-cook-reveals-apples-flagship-product-wont-be-continued-heres-why