Vision Pro Sales Lag as Apple Prepares Cheaper Model, IDC Reports

Apple’s venture into mixed-reality with the Vision Pro headset is facing a challenging market entry, as projected sales for the year are expected to fall short of 500,000 units, according to market analysis firm IDC (via Bloomberg).

The $3,500 Apple Vision Pro, which launched in the US in February, has not managed to reach 100,000 units sold in any quarter since its release. IDC reports a concerning 75% decline in domestic sales for the current quarter.

IDC suggests that a more affordable version of the Vision Pro, expected to be priced at around half of the current model, could reignite consumer interest. This new iteration is anticipated to hit the market in 2025, potentially doubling sales. However, IDC warns that significant sales growth is unlikely in the immediate future.

Francisco Jeronimo, vice president at IDC, emphasizes that the Vision Pro’s success is heavily dependent on the availability of compelling content.

“The Vision Pro’s success, regardless of its price, will ultimately depend on the available content,” Jeronimo stated. As Apple pushes the product into international markets, ensuring a robust catalog of local content will be critical.

The initial reception to Apple’s Vision Pro has been mixed. Although many reviewers and early adopters have lauded its advanced technological features, there is a notable segment of users who have been returning the device.

The primary complaints revolve around its weight and the limited availability of dedicated apps and video content.

A couple of weeks back, Apple Vision Pro preorders went live in Canada starting at CAD $4,999. This covers the base model of the headset, which includes 256GB of storage. However, there are also 512GB and 1TB options for $5,299 and $5,599 respectively.

Apple Vision Pro preorders in Canada will begin delivering to customers starting tomorrow, July 12. Alongside Canada, preorders for Vision Pro are being made available in Australia, France, Germany, and the UK.