The launch of Apple’s Vision Pro headset was met with much fanfare, but the initial excitement has quickly waned. Sales have failed to meet expectations, and the company has slashed its 2024 sales targets by nearly half. Analyst Ming-Chi Kuo attributes the decline to a lack of demand in non-US markets and reduced shipments of 400,000-450,000 units, significantly lower than the market consensus of 700,000-800,000 units.
Kuo further predicts a decline in headset shipments in 2025. Despite the initial hype, consumers are finding the $3,500 headset to be imperfect, uncomfortable, and lacking in essential applications. Apple is said to be reviewing its product roadmap and may not release a new version until after 2025.
The Vision Pro’s lackluster performance is somewhat expected, as mixed reality headsets are still a niche product. However, Apple’s performance appears to be falling short of even its own expectations. Some Apple retail stores have reported selling just a handful of Vision Pros in an entire week.
The initial launch of the Vision Pro gave a glimmer of hope for the future of spatial computing. Apple showcased its beautiful headset design and impressive eye-tracking technology. However, most people have no reason to buy this right now. This technology has the potential to be the future of computing, but it’s clear that the Vision Pro, in its current state, is not it.
