From the release date in January 2024, gross sales of Apple Vision Pro have disenchanted. Sales of the gadget, which Apple worked hard to brand as a revolutionary device, are reportedly underwhelming, failing to exceed 500,000 units, despite a $3,499 price tag. The design, build quality, and hardware are second to none but its steep price and extra weight have made it a hard sell for most consumers with the Apple Vision Pro.
Hardware issues alone do not explain the obstacles Apple Vision Pro is facing when it comes to sales. The device has few important use cases to warrant the huge cost, which early adopters soon discovered. Its weighty design and limited content library weighed it down, even for buyers who could overlook the price. Combined, these factors suggest Apple Vision Pro sales are weaker than expected, and the company is under pressure to quickly do something about that.
Immersive video is one area that might change the game for Apple Vision Pro sales. This comes in the wake of reports which suggest that immersive video is likely to be a real game contemporary game changer like will offer interactive and special user experience which is not possible on headset. The problem, however, is that Apple is slow to implement this feature, which means there isn’t much potential for increasing Apple Vision Pro sales in the short term.
In the Power On newsletter, Bloomberg’s Mark Gurman points out that Apple Vision Pro doesn’t have much content when it comes to immersive library. There’s not enough of it yet to convince any potential buyers to buy the headset. The report also says that Apple has gathered a significant amount of immersive video content but has held back on releases for some time. While this cautious approach might protect reserves, it immediately affects the sales of Apple Vision Pro by not even building a strong demand.
The fact that Apple Vision Pro is so slow in delivering contents compared to what the company is capable of also comes as surprise. The sooner immersive content can be out there, the stronger the sales nudge. Rather, Apple seems to be leaning on outside productions to fill out its content library.
In light of this, Apple kicked off a new Mac app to support creators with editing immersive content. Third-party contributions are an avenue that can help grow the headset but they will never fill the void left by Apple not taking the initiative to push the Apple Vision Pro at a faster pace to boot sales.
In the long term, Apple is reportedly ready for an Apple Vision Pro follow-up with an M4 chip later this year. But even a modest SoC upgrade won’t help Apple Vision Pro sales if the library of immersive videos stays small. The headset is ready to be a mainstream product, but Apple has to get back to delivering interesting features faster.
The Apple Vision Pro is another case, sales remain low because of the combination of a very high price, heavier weight, and slow rollout of new features. Immersive video might be the one feature that could give the Apple headset some real appeal and lock Apple into the mixed-reality space. That urgency is something Apple Vision Pro sales need, or else the device will be an incredible item that collects dust rather than being used.
FAQ
Sales of Apple Vision Pro are sluggish, with buyers finding the $3,499 price, bulky form factor, and small content library unappealing.
Clearly, immersive video could be a significant sales driver for the Apple Vision Pro, but a slow content rollout is limiting its impact.
Since launching in January 2024, sales for the Apple Vision Pro have supposedly not broken above 500,000 units according to reports.
Apple has an incredible library of immersive content but it has been slow to issue it. It also announced a Mac app for creators to create third-party immersive content.
Although the company is promising a new version with an M4 chip by the end of the year, Apple Vision Pro may not sell despite the better techno-video thanks to the lack of immersive video content.
