- Sales of Apple’s Vision Pro are forecast to fall by 75%, with a more affordable version expected in 2025.
- International Data Corporation highlights the importance of content and pricing to the success of Apple’s mixed reality headset.
OUR TAKE
Apple’s Vision Pro, launched in the US in February for $3,500, has seen sluggish sales and is expected to fall by 75% this quarter, according to the International Data Corporation (IDC). Despite its advanced technology, the high price and lack of tailored content has led to mixed reviews and returns from some of Apple’s most loyal fans. Sales prospects could improve with a more affordable model, estimated to cost around half as much, expected in the second half of 2025. This situation proves how crucial pricing and content are in the consumer tech market. Apple is taking this feedback on board and adjusting its strategy to strike a better balance between pioneering innovation and market demand.
–Heidi Luo, BTW reporter
What happened
Apple’s Vision Pro mixed reality headset, priced at $3,500, has faced significant sales challenges in the US since its launch in February. According to the International Data Corporation (IDC), sales have not exceeded 100,000 units in any quarter and are expected to fall by 75% in the current quarter. This decline has been attributed to the high price point and lack of content tailored to enhance the user experience, which has resulted in mixed reviews and returns from Apple’s core customer base.
In response to these challenges, Apple plans to introduce a more budget-friendly model of the Vision Pro in the second half of 2025, which is estimated to cost around half as much. This new, more affordable model is expected to rekindle consumer interest and potentially boost sales. In addition, Apple is looking to expand its market reach with an international launch scheduled for the end of June, which could help offset slowing sales in the US market.
Also read: Apple’s Vision Pro battery pack: Surprise Lightning connector revealed
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Why it’s important
The challenges faced by Apple’s Vision Pro mixed reality headset illustrate key trends in the technology industry, particularly the balance between innovation, content availability, and pricing strategies. Francisco Jeronimo, Vice President at IDC, points out a crucial aspect of the product’s potential success: “The success of the Vision Pro, regardless of its price, will ultimately depend on the content available. As Apple expands the product to international markets, it’s critical that local content is made available.” This is precisely why many of Apple’s most ardent supporters have returned their headsets, citing a lack of compelling content beyond the device’s cumbersome weight.
The introduction of a more affordable Vision Pro model and the expansion into international markets reflect Apple’s strategic adjustments in response to early sales feedback. More importantly, this situation is instructive for consumers, industry observers, competitors and investors as it highlights the dynamics of consumer adoption, the critical role of pricing and the need for supportive content ecosystems. Such factors are critical to the success of innovative technologies in competitive markets.
