Struggling U.S. Sales for Apple Vision Pro, According to Market Analysts' Perspectives
The Apple Vision Pro, the tech giant's foray into the virtual reality (VR) and augmented reality (AR) headset market, has faced a rocky start since its launch in international markets last month. The headset, which is priced high, has been met with mixed reactions from users, particularly in the U.S.
According to recent reports, sales for the Apple Vision Pro have yet to surpass the 100,000 unit mark, and sales are expected to drop off significantly in the third quarter of 2024, slackening through the holidays in 2024 as well. This slump in sales comes after Apple cut its sales expectations for the device in April.
One of the main concerns raised by users is the complicated setup and the intended use of the Apple Vision Pro in daily life. Many have found it difficult to adapt to the new technology, leading to a slow adoption rate.
However, Apple is not resting on its laurels. The company is reportedly working on a visionOS update to improve the faux-3D spatial photos, add new gesture controls, and allow for panoramic Mac screen mirroring. These changes could give on-the-fence customers a reason to purchase the ultra-expensive Apple Vision Pro.
In an attempt to attract a wider audience, rumours suggest that the next Vision device, if released, will remove the exterior display to save on manufacturing costs. This would make the device more affordable, potentially appealing to a larger consumer base.
Meanwhile, competition in the VR/AR market is heating up. The Meta Quest 3, priced at $500, has put pressure on Apple to design a competitive device while justifying the higher price tag of the Vision Pro. To counter this, Facebook Reality Labs (Meta) is expected to release a budget Vision device in the second half of 2025.
Despite the challenges, IDC expects the Apple Vision Pro's sales to remain afloat until next year in the international markets. The next Vision device, if released, will still be one of the most expensive consumer-end VR/AR headsets available, highlighting Apple's commitment to quality and innovation, even in the face of stiff competition.
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