Apple VisionPro: A $3,500 "Slap in the Face" and a 4 Million Unit "Hope"

Apple VisionPro: A $3,500 "Slap in the Face" and a 4 Million Unit "Hope"Apple has stumbled before, but perhaps never as publicly as with the VisionPro. The mixed reality headset, which Apple CEO Tim Cook touted as "the dawn of spatial computing," generated much hype upon its release, but only nine months later, rumors of its discontinuation surfaced

Apple VisionPro: A $3,500 "Slap in the Face" and a 4 Million Unit "Hope"

Apple has stumbled before, but perhaps never as publicly as with the VisionPro. The mixed reality headset, which Apple CEO Tim Cook touted as "the dawn of spatial computing," generated much hype upon its release, but only nine months later, rumors of its discontinuation surfaced.

Last June, Apple unveiled the VisionPro at its WWDC conference, promising it would usher in a new era of computing, akin to the Mac and iPhone. However, since its launch in February, VisionPro hasn't ignited the anticipated wave of excitement.

Citing multiple supply chain sources, TheInformation reported Apple has been scaling back VisionPro production since this summer and recently informed its manufacturing partner Luxshare Precision that production will cease in November. This indicates the "epochal" product, laden with high hopes, may be quietly phased out within a year of its release.

VisionPro: A "Time" No One Asked For

The news of VisionPro's discontinuation isn't surprising. From its initial fervor to rapid cooling, the $3,500 (20,000 yuan in China) headset hardly made a ripple in the market. Media reports and online searches reveal that public interest in VisionPro peaked shortly after launch and has since plummeted to near zero.

The developer community has also shown a lukewarm response to VisionPro. As a brand-new platform, it theoretically necessitates extensive developer adaptation and innovation, but reality has fallen short of expectations. The desolate developer labs, missing flagship applications, and silence from the developer community all point to a lack of enthusiasm.

Dismal Sales: Falling Short of Targets

Market research firm IDC reported that VisionPro sold fewer than 100,000 units in the first quarter of this year (ending March). By April, reports surfaced indicating that VisionPro's sales momentum had waned, with some stores experiencing sales of just a few units per week.

Counterpoint Research's recent data suggests Apple sold 370,000 VisionPro units by the end of September, with an estimated 420,000 units by year-end. This figure falls significantly short of both Apple's expectations and earlier forecasts from market research firms.

VisionPro: Where Did It Go Wrong?

VisionPro's failure wasn't accidental. Its weight, fit, form factor, interaction methods, app and content ecosystem all presented challenges, impacting the user experience. Its high cost further relegated it to a niche audience.

From the outset, concerns about VisionPro's "narrow path" persisted. The core issue lies in the VST (video see-through) approach, leading to challenges in fit and closure, and to a degree, bypassing core optical technology.

Wrong Time: Or Wrong Direction?

Debate within Apple about the VisionPro's launch timing was reportedly heated. Rumors suggest that Apple COO Jeff Williams favored a rapid release of the first AR product, while the Apple Industrial Design team preferred waiting for advancements in lighter AR glasses technology before launch.

Ultimately, Cook sided with Jeff Williams, embracing the head-mounted VR-based approach to AR and driving VisionPro's realization. However, Cook recently acknowledged in a WSJ interview that Apple prioritizes products with genuine user benefit over rushing the first to market.

A Lower-Priced Vision: Apple's "Hope"?

Despite the impending discontinuation of VisionPro, Apple hasn't abandoned the Vision line. The company is reportedly developing a next-generation budget-friendly version of the VisionPro, allocating a significant portion of its research and development resources to it.

This new generation Vision is expected to lower costs and price, along with its weight. However, whether it can salvage Apple's "spatial computing" aspirations remains uncertain. Apple has informed suppliers that it anticipates manufacturing 4 million units of the new product over its lifecycle, considerably less than the initial 8 million units expected for VisionPro.

Looking Ahead: The "Breakthrough" Path for AR/MR

The discontinuation of Apple's VisionPro proves that the AR/MR market is still in its nascent stages, requiring time for technological breakthroughs and market maturity. Nevertheless, Apple's attempt offers valuable lessons for the industry as a whole.

While advancements in optical displays, cameras, imaging algorithms, and chips continue, AR/MR products still grapple with numerous challenges, including optical display, weight, battery life, computing, and heat dissipation.

In the future, breakthroughs in AR/MR technology will lead to more lightweight, comfortable, and powerful products, driving industry growth. We hope Apple will continue its exploration and ultimately turn its "spatial computing" dream into reality.