The Apple Vision Pro was always going to be a tough sell with consumers as its $3,499 price tag was an undertaking that very few people would commit to. However, one analyst highlights another problem, stating that introducing a low-cost version may not change Apple’s fortunes in this category.
Analyst highlights that Apple Vision Pro users abandon the AR headset after a few tries, hinting at its limited utility
Selling an overpriced head-mounted wearable means that the audience for the Apple Vision Pro would be constrained. However, even if the technology giant addresses the steep price by introducing an affordable version, TF International Securities analyst Ming-Chi Kuo provides another reason why the Apple Vision Pro is failing to generate any momentum despite being a technological marvel.
Kuo highlights that users abandon the AR headset after a few tries, meaning that the utility of the device wears out quickly. This assumption suggests that there would have been thousands of former Apple Vision Pro users who returned their headsets to the company for a full refund. In short, it might not just be a pricing problem that Apple cannot combat, but demand for this product may be scarce because potential buyers are not finding any use for the headset.
From my observations and personal experience, many people buy the Vision Pro and stop using it after just a few tries. If this is a common user case, simply creating a downgraded version with a more affordable price won't solve the problem.
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我的觀察，許多人 (包括我自身經驗)…— 郭明錤 (Ming-Chi Kuo) (@mingchikuo) June 19, 2024
Kuo’s prediction may also explain why work on the Apple Vision Pro 2 has been suspended, but that has not stopped the company from converging its focus on the low-cost version, which is slated to arrive in late 2025. One must remember that for any platform to see growth, there needs to be a growing app repository. It is possible that by the time the low-cost version arrives, there will be a sufficient number of applications that customers start showing interest again, and best of all, this version would be lighter on the wallet.
Based on previous information, a price range of $1,500 to $2,500 was said to be discussed for the low-cost Apple Vision Pro. Unfortunately, the affordable version has to make more than a few compromises to get to this range, such as fewer cameras, having no EyeSight, an inferior display, and an iPhone chipset powering its innards instead of a Mac SoC. Let us see what magic Apple conjures up next year to make its loyal customer base flock toward the cheaper Apple Vision Pro.
News Source: Ming-Chi Kuo
About the author: Omar Sohail is a reporter and analyst for Wccftech's mobile section, specializing in the technology and business of the mobile industry. His expertise lies in the intricate hardware supply chain, covering developments in semiconductor manufacturing, chip lithography, and camera sensor technology.
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