What’s happening in Apple Vision Pro

Although it is not an exaggeration to call the Vision Pro a technological marvel compared to its competitors, there are several reasons why the headset cannot reach the desired height. According to the latest report, the $3,499 device doesn’t even sell 500,000 units, while iPhones sell millions. Weak demand forced company to notify suppliers Stopping production after the end of 2024. According to the news reported by 24 Kanal with reference to Wccftech, Apple’s internal statistics show that headphone owners who do not return their headphones to stores do not use them very often, and the situation is getting worse.

Despite disappointing sales, Tim Cook continues to defend the Vision Pro. that used to be He said that the headset is not a product for the masses, but for those who want to experience the technologies of tomorrow. Already today Unfortunately, those who want to try the most advanced equipment also need to have deep pockets to pay for the purchase, which seems to be very little. It is also known that some of those who dared to pay $3,499 returned their expensive purchases to the store, which changed the overall sales figure.

Available, according to Mark Gurman, who publishes a regular “Power On” column Apple Vision Pro owners do not use the product as much as expected. But the problem doesn’t seem to be as much on the Apple Vision Pro as it is on devices of this class in general. Statistics show that competing headsets also fail to attract users’ attention. This means that the form factor itself is useless to anyone. People don’t see the point in turning televisions or monitors into virtual or augmented reality. This is an issue that plagues headsets from Meta and other companies. It seems the market still has a lot of room to grow and expand before consumers start to equate these devices with smartphones.

The company was said to have sold less than half a million units since the Vision Pro went on sale in February. According to internal data collected by the company, many Vision Pro buyers (those who did not return) are not using the product as actively as Apple expected. Of course, this second problem is not specific to Apple. Meta and other headphone manufacturers are also struggling to keep customers on their products. However, this makes it much more difficult for consumers to upgrade.
– Gurman writes.

This consumer behavior may be the reason why Apple’s low-cost version of the Vision Pro has been delayed until 2027. Analyst Ming-Chi Kuo notes that not only does the high price act as a barrier between the consumer and the purchase, but also Lack of an acceptable use case.

Perhaps with a full app library along with additional productivity and media consumption features coming in future updates, Apple’s Vision Pro will gain more traction.