Apple VisionPro Sales Disappointing: High Price and Lack of Killer Apps Cited as Main Causes

Apple VisionPro Sales Disappointing: High Price and Lack of Killer Apps Cited as Main CausesApple CEO Tim Cook acknowledged in an interview that the VisionPro is not a mass-market device, and its high price inevitably limits its reach to a wider audience. He believes the target users are early adopters who are eager to experience future technologies, and this group is large enough to be encouraging

Apple VisionPro Sales Disappointing: High Price and Lack of Killer Apps Cited as Main Causes

Apple CEO Tim Cook acknowledged in an interview that the VisionPro is not a mass-market device, and its high price inevitably limits its reach to a wider audience. He believes the target users are early adopters who are eager to experience future technologies, and this group is large enough to be encouraging.

Cook emphasized that Apple remains committed to creating excellent products that improve people's lives. To achieve this, they are willing to invest time, iterate repeatedly, and meticulously refine every detail. They prioritize product perfection over rushing to market. As Cook said, If you ask 100 people, they will all tell you: make the best product, not the first.

However, despite Apple's ambitious aspirations for VisionPro, reality is less optimistic. Research firm IDC predicts sales of VisionPro will fall short of 500,000 units this year. This figure is significantly lower than Apple's expectations and has sparked concerns about the device's future prospects.

Ming-Chi Kuo, a well-known analyst who is known for his insights into Apple, echoed similar sentiments. He shared that many users, himself included, have purchased VisionPro but rarely use it, eventually abandoning it. In his opinion, the lack of compelling "killer apps" is the root cause of the underwhelming sales. Even if Apple releases a cheaper version of the headset, it may not address this fundamental issue.

Market analysts also point out that consumers willing to spend $3,499 on VisionPro expect to see more innovative and practical applications. However, the current number and quality of apps fall short of consumers' expectations, leading to slow adoption of VisionPro.

Data analysis company Appfigures reveals that the number of apps launched on the Vision app store in September significantly lagged behind the initial release of the device, with only 34% designed specifically for VisionPro, while the rest were adapted versions of existing Apple apps. This data contrasts sharply with Apples official claim of over 2,500 apps developed for VisionPro. Appfigures attributes this discrepancy in part to the low usage of some apps, which makes them difficult to track.

VisionPro's poor sales reflect not only Apple's shortcomings in building an app ecosystem but also its miscalculations in market positioning and pricing. The high price fails to match the current value of applications, leading to waning consumer enthusiasm for VisionPro, ultimately affecting sales.

Moving forward, Apple needs to actively address the app ecosystem issue by introducing more compelling and practical applications to truly attract users and boost VisionPro sales. They also need to carefully reconsider their pricing strategy, finding a price range that better aligns with market demand, to enable VisionPro to become a truly mass-market product.