Apple’s $3,500 device appears to be following the same trends as the broader augmented and virtual reality market, with initial excitement followed by a significant decline in interest and use.
Interest in the Apple Vision Pro has noticeably waned in the time since its February 2024 US market launch, according to journalist Mark German, of Bloomberg. In a recent article, German describes a noticeable drop in demand for the device’s demonstrations and correspondingly in sales, based on conversations he had with employees at various Apple stores:
“Demand for shows has plummeted. People who make appointments often don’t show up, while sales – at least in some stores – have dropped from two or three pieces a day to just a few over the course of a week. Meanwhile, “Apple has been forced to step up its advertising efforts through its website. High on the website is a huge ad for the Vision Pro, the most aggressive promotion since the device went on sale in early February.”
The trend that Apple Vision Pro appears to be capturing is unlikely to be a passing blip and is likely indicative of a larger issue that has plagued VR technology since its early days, and that is keeping users engaged. , from the moment the initial sense of difference fades away.
At the same time, well-known Apple analyst Ming-Chi Kuo reports that the company drastically reduced orders for the Vision Pro before it was even released outside the US. His sources say Apple now expects to sell only 400,000 to 450,000 units in 2024, compared to what Kuo says “the market expected,” for 700,000 to 800,000 units.
German describes his personal experience with Apple’s device, casting it as a microcosm of what he suspects is a wider trend. He has reduced his use from a daily basis to just once or twice a week. A major barrier to more frequent use, he says, is the whole set-up that involves using external batteries, loading software and using a complex menu, things that make more traditional devices like a laptop or a mobile phone more tempting options. for frequent use.
German also points to the absence of a great app to accompany the device, as well as the lack of separate content, as factors that further limit usage. He points out that the Vision Pro seems more useful for solitary activities, such as during a long flight or working from home, than for use in social settings or collaborating with colleagues.
As it seems, Apple has a long way to go to develop the Vision Pro into a device that will redefine everyday contact with technology. In the meantime, various bugs that initially created issues with visionOS have been ironed out, although many of Apple’s own apps are still not optimized for the device’s operating system.
In the latest update to visionOS, Apple added Spatial Personas, an application that creates the feeling that you are in the same virtual space with another user of the device. Spatial Personas can be used for users to watch movies and TV shows together, make FaceTime and other video calls, run apps like Freeform, play games, and more. The issue, of course, is that this feature requires other Vision Pro users to take advantage of it and, as German points out, those are still few and far between.
Apple is expected to make fewer than 400,000 Vision Pro devices through 2024 because of the complex process involved, according to analyst Ming-Chi Kuo. However, Apple is rumored to be already preparing a new version of the Vision Pro for 2025, which will be available at a more affordable price. Meanwhile, the first version of the device is expected to be available in more markets later in the year.
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