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Apple's Vision Pro Faces Sluggish Sales as Cheaper Model Set to Revitalize Interest
Apple Inc.'s latest major product, the Vision Pro mixed-reality headset, has had a tepid reception since its launch. Market data reveals that the $3,500 device has struggled to sell 100,000 units per quarter since its February debut in the US. The current quarter is poised for a dramatic 75% plunge in domestic sales, according to IDC.
The launch of the Vision Pro in international markets at the end of June is expected to alleviate some of the domestic sales pressures. However, the more significant boost is anticipated to come next year with a lower-cost edition, projected to be priced at approximately half of the current model. This cheaper variant could reignite consumer interest in 2025, but significant sales growth might not materialize in the upcoming year, the market tracker suggests.
Mixed Responses and Market Challenges
The Vision Pro has elicited a spectrum of reactions from early users and reviewers. While the advanced technology embedded in the headset has garnered praise, some of Apple's staunchest supporters are returning the product. Key factors contributing to the returns include its weight and the lack of specialized apps and video content tailored to the device.
IDC's vice president, Francisco Jeronimo, emphasized that the future success of the Vision Pro hinges on its content offerings. As Apple rolls out the product internationally, ensuring the availability of local content will be vital, Jeronimo noted.
Impact on Apple’s Financials
The initial reception of the Vision Pro has had no notable impact on Apple's quarterly earnings, underscoring the product's lackluster market performance so far. This unimpressive start has prompted the tech giant to reconsider its strategy, leading to plans for a more budget-friendly version of the headset. Jeronimo anticipates that the introduction of this affordable model in the latter half of next year will significantly boost sales, potentially more than doubling current figures.
The industry awaits how these strategic adjustments will affect the Vision Pro’s future in a rapidly evolving tech landscape.
