The technological superiority of the Apple Vision Pro was insufficient for the headset to gain traction in the U.S., with the latest statistics revealing that the device has yet to ship 100,000 units in this market. The disappointing reception of the mixed-reality headset also means that it might not ship even half a million units, but its rapid decline could receive some cushion as Apple has expanded the launch in other countries.
Apple Vision Pro might not ship 500,000 units in 2024, but launch in other regions will offset a steeper decline in demand
As reported by IDC, with the statistics spotted by Bloomberg, the Apple Vision Pro is projected to witness a 75 percent drop in shipments in the current quarter. One of the biggest reasons for this decline is the ludicrous pricing of the head-mounted wearable, with the base model starting from a whopping $3,499. However, analyst Ming-Chi Kuo has pointed out that it is not just the eye-watering price that has discouraged customers from making the headset their daily driver. He previously mentioned that customers who pay full price and use it often return after a few tries, hinting at the Apple Vision Pro’s limited utility.
IDC mentions that a more affordable AR headset that is around half the price of the $3,499 unit should develop some momentum. As it so happens, Apple has been reported to be working on a low-cost version for several years, and it might arrive sometime in 2025. The technology giant may have suspended work on the Apple Vision Pro 2 and put the majority of its resources and belief on the more affordable variant to help steer this category to new heights. However, there are more obstacles in Apple’s path that it cannot seem to scale.
Even though the company is said to be working on this low-cost offering for a significantly long time, it cannot keep the price down while retaining critical features. Various options have been explored to reduce production costs, with one of the prototypes featuring a narrower field of view and being tethered to an iPhone or Mac. There were also talks about using an iPhone chipset instead of a Mac one to fuel the affordable Apple Vision Pro’s innards, along with the use of an inferior display.
Despite these discussed compromises, the less expensive headset will reportedly be as expensive as a high-end iPhone. Assuming customers can only spare a budget for one Apple product, they will likely pick up a smartphone or Mac, as these two provide more utility out of the box. We also feel that the success of these mixed-reality headsets depends on the availability of apps and content. Without an expanded platform, customers cannot be invested in a product and will opt for immediate refunds.
News Source: Bloomberg
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