Apple Vision Pro U.S. Sales Are All But Dead, Market Analysts Say

Those inactive holding connected to their Apple Vision Pros whitethorn stay successful a rather exclusive club passim this year. Market probe shows that income for Apple’s archetypal big, costly headset volition stay debased successful 2024. The latest reports from those keeping tabs connected the Cupertino, California institution accidental AVP volition person dropped disconnected 75% by the extremity of August. The existent trial for Apple’s spatial dreams whitethorn remainder connected the rumored (slightly) cheaper headset.

The marketplace expert steadfast IDC told Bloomberg the Apple Vision Pro has yet to merchantability 100,000 units. It’s an costly headset, and Apple wasn’t expecting it to merchantability similar an iPhone. Supply concatenation analysts person reported that Apple chopped its income expectations for its $3,500 “spatial computer” in April. But this latest study shows that income volition person dropped disconnected a cliff successful the U.S. successful the 3rd 4th of this twelvemonth and volition proceed to slacken done the holidays.

Last month, Apple launched the Vision Pro successful planetary markets, including Europe, the U.K., China, Japan, and Singapore. IDC expects the AVP’s involvement successful those markets to support the headset’s income afloat until adjacent year. The existent pick-me-up for Apple’s spatial dreams would beryllium a new, little costly headset. Those successful the cognize person hinted Apple is moving connected a “budget” Vision instrumentality slated for the second fractional of 2025.

Even if the next Vision device costs fractional the Pro model, it volition inactive outgo $1,750 and 1 of the astir costly consumer-end VR/AR headsets you tin buy. Rumors hint that the adjacent instrumentality could region the pointless exterior show to prevention connected manufacturing costs. It could besides trim the FOV and usage a less-capable spot than the existent M2. Bloomberg hinted that Apple was adjacent considering tethering it to an iPhone oregon Mac for regular use, which would drastically trim its portability.

We don’t person axenic statistic connected however galore folks returned their Vision Pro aft buying it during the archetypal hype rush, but analysts person noted that many who bought 1 were confused by its much analyzable setup and what they were expected to usage it for successful their regular lives.

Sales expectations volition enactment adjacent much unit connected Apple engineers to plan thing that tin vie with devices similar the $500 Meta Quest 3 portion justifying the higher terms tag. Fans of the Cupertino institution are already utilized to paying an “Apple tax” connected their products, but not erstwhile the outgo is virtually thousands of dollars more. 

Apple is working connected a visionOS update to amended the faux-3D spatial photos, adhd a fewer caller motion controls, and let for a panoramic Mac surface mirroring. The latest mentation of visionOS won’t person a nationalist beta, truthful we’ll person to hold and spot if the changes volition springiness the fewer on-the-fence customers a crushed to prime up the ultra-expensive headset.