U.S. Sales of Apple's Vision Pro Reportedly Nearing Extinction, According to Market Experts
If you're still clinging to your Apple Vision Pro this year, you might find yourself in an exclusive group. Recent market research suggests that Apple's first major, high-end headset will see minimal sales in 2024. By August's end, industry insiders predict a 75% decline in AVP sales. The real test for Apple's dream of spatial computing could lie in the rumored, more affordable headset.
According to a report from market analyst firm IDC, the Apple Vision Pro has yet to surpass 100,000 units sold. Apple, understanding the product's steep price tag, didn't anticipate mass sales similar to the iPhone. Supply chain analysts shared that Apple reduced its sales targets for the $3,500 "spatial computer" in April. However, this latest report indicates that U.S. sales will plummet in Q3 2024, with sales continuing to dwindle through the holiday season.
Just last month, Apple launched the Vision Pro internationally, reaching European, U.K., Chinese, Japanese, and Singaporean markets. IDC expects these new markets to help maintain the headset's sales until 2025. The potential game-changer for Apple's spatial aspirations would be the introduction of a budget Vision device set for the second half of 2025.
Even if the next Vision device goes for half the price of the Pro model, it will still be among the most expensive consumer-end VR/AR headsets available. Rumors suggest the following changes to reduce manufacturing costs: removing the exterior display, reducing FOV, and using a less powerful chip than the M2. There's even speculation that the headset may require tethering to an iPhone or Mac daily use, limiting portability (Bloomberg).
While there's no data on Vision Pro returns, analysts have observed that many buyers were puzzled by its complex setup and uncertain of its daily uses. Apple employees are under increased pressure to create a product that competes with the $500 Meta Quest 3 without justifying the enormous price difference.
Apple is reportedly working on a visionOS update, aimed at enhancing spatial photos, introducing new gesture controls, and allowing for panoramic Mac screen mirroring. With visionOS remaining a closed-source software, we'll have to wait and see if these improvements help sway undecided customers willing to pay the high price.
The 'Apple Vision Pro's' future sales beyond 2024 seem uncertain, with the market expecting a significant decline. Despite the headset's launch in new markets, industry experts predict a continued drop in sales. The potential turnaround for Apple could come with the introduction of a more affordable 'Vision device' in 2025. However, even at half the price of the Pro model, the budget headset would still be expensive compared to competitors.
