The Apple Vision Pro is turning heads, but perhaps not for the right reasons. With a hefty price tag of $3,499 for its base model, which offers just 256GB of non-expandable storage, this high-tech headset was always poised to be a niche product rather than the next big hit. Since its launch, enthusiasm hasn’t quite matched expectations, with U.S. shipments struggling to surpass the 100,000 mark as of July. Even now, it seems that consumers are hesitant to make such a significant financial leap.
In a candid discussion with The Wall Street Journal’s Ben Cohen, Apple’s CEO Tim Cook acknowledged the situation. Cook admitted that the Apple Vision Pro wasn’t designed for the mass market but rather for those eager to experience tomorrow’s technology today. As he pointed out, there simply aren’t enough consumers in that camp right now. What Cook didn’t touch on, however, was how many of those who did purchase have ended up returning it—indicating that even those with the budget may not find its value proposition compelling.
The Vision Pro, which reportedly swallowed up around $1 billion just in research and development, hasn’t yet managed to recoup these costs. In a strategic move to ensure this pioneering category takes off, Apple plans to launch a more affordable version of the Vision Pro, expected to hit the market in 2025. By dialing down the expense of components, such as opting for panels with a lower pixel density and potentially switching from premium materials to plastic, the company aims to bring the cost down significantly.
One significant adjustment might be using an A-series chipset in place of the current M-series, further trimming manufacturing costs. Even with these reductions, the lower-cost Vision Pro is anticipated to retail around $2,000—a considerably high price tag compared to other Apple products, yet perhaps more palatable for tech enthusiasts on a tighter budget.
As consumers weigh their options, it remains to be seen whether this new strategy will succeed in drawing more users into Apple’s vision of the future.
