Despite its innovative design and advanced technology, Apple Vision Pro has struggled to achieve its sales targets in the U.S. market. Recent data indicates that shipments are expected to plummet by 75% this quarter. According to a report by IDC, the steep decline is largely attributed to the device’s starting price of $3,499, which has significantly deterred potential buyers.
High Costs Deter Buyers
The prohibitive cost is not the only factor contributing to disappointing sales figures. The limited practical use of the smart headset has also been a major deterrent, limiting its appeal to a broader consumer base. As a result, many are turning to more affordable augmented reality (AR) headsets as alternatives.
Will Apple Vision Pro See a Price Drop?
IDC suggests that due to ongoing cost issues, Apple has been contemplating a lower-cost version of the Vision Pro. Initially planned for a 2025 release, the tech giant may now suspend work on the Apple Vision Pro 2. Despite the prolonged consideration of a more budget-friendly model, Apple has consistently maintained high retail prices, reflecting the brand’s premium positioning.
To reduce manufacturing costs, the company has explored various options, including the potential use of an iPhone chip instead of a Mac chip in the headset. This change could lead to lower display quality, further complicating the product’s market viability.
Future of Apple’s Smart Headset
Even if Apple succeeds in lowering the production costs, the price of the cheapest model could still rival that of an iPhone. This scenario could force consumers to choose between purchasing a smart headset or opting for other Apple products like smartphones or Macs, potentially leading to the suspension of the smart headset project altogether.
What are your thoughts on the challenges facing the Apple Vision Pro? Do you think a price reduction could boost its market success, or are there other factors at play? Share your views in the comments section below.
