When Apple launched the Vision Pro in the US in February 2024, expectations were high. After the initial hype surrounding the spatial computer, Mark Gurman from Bloomberg reports that interest has waned noticeably. Initially, several devices were sold every day, but now only a few are sold every week. This indicates that the initial euphoria for the high-end VR device has flattened out.
According to Gurman, many interested parties are also canceling their demo appointments, which indicates a decline in interest. The opportunity to try out the device during an appointment no longer seems so attractive. It’s not unusual for demand for a new technology product to drop off after an initial high, but the rapid decline for an Apple product is notable. The company has not released official sales figures, so the true extent of the decline is difficult to quantify.
There could be several reasons for the decline in interest. Gurman himself claims to have used the headset frequently at first, but to be using it less because of the inconvenience of putting it on regularly. Similar observations have been made by well-known Youtubers such as Eddie Burback and Arun Maini, who criticize that wearing the device contributes to isolation – a problem that affects all VR headsets, not just the Vision Pro.
The Vision Pro in other markets
Despite the challenges in the US market, Apple plans to launch the Vision Pro in other countries this year, with China as a possible next market. However, the limited production capacity of an estimated 400,000 units per year could pose a challenge, especially if interest in other markets also wanes.
In response, Apple has stepped up its advertising efforts and hopes that upcoming software updates will make the product more attractive. The planned features such as Spatial Personas, which enable virtual collaboration in a room, could highlight the advantages of spatial computing. However, everyone involved will also need a Vision Pro headset
When technology isn’t everything
All in all, the developments surrounding Apple’s Vision Pro show that even an innovative product such as a high-end VR headset can have difficulties gaining a foothold in everyday life. The high cost, limited suitability for everyday use and the lack of “killer apps” are obstacles that Apple still has to overcome. While the technology is undoubtedly impressive, it remains to be seen how Apple will continue to develop the product to overcome these challenges and win over users in the long run.
