Apple's highly anticipated Vision Pro, launched in early 2024 as its foray into spatial computing, has experienced a mixed market reception, with unit sales reportedly falling below initial expectations. While some observers, like Bilawal Sidhu, expressed strong confidence, stating, "> Is there any doubt Apple will make the best augmented reality glasses? ... Cupertino is the king of atoms as the iPhone Air illustrates. And the strongest brand by far," market data suggests a more complex reality. The device, priced at $3,500, initially captured 17% of the AR/VR unit market share in Q1 2024, but this figure reportedly dropped to 9% by Q3 2024.
Despite a strong initial launch in the U.S. and subsequent international expansion, analysts from Counterpoint and IDC indicate that Apple sold approximately 370,000 units by the end of Q3 2024. This figure is significantly lower than some earlier projections, which optimistically aimed for 700,000 to 800,000 units in the first year. Reports suggest Apple has scaled back production, with some sources even indicating a halt to first-generation manufacturing due to sluggish consumer demand.
The premium price point of $3,500 has been identified as a primary barrier to mainstream adoption, starkly contrasting with competitors like Meta's Quest 3, which starts at $399. While Apple avoids labeling the Vision Pro as a mere VR headset, positioning it as a "spatial computer," its high cost limits its appeal to a niche market. Analyst Ben Bajarin estimates fewer than one million units have been sold, with a notable portion directed towards enterprise applications.
User feedback has been varied, praising the Vision Pro's high-resolution display and immersive capabilities but often criticizing its weight, battery life, and the isolating experience it can create. The device also faces challenges with a nascent app ecosystem, as the number of new Vision Pro apps reportedly declined each month since its February 2024 launch. Major streaming services like Netflix and YouTube initially opted not to develop native apps.
The competitive landscape includes Meta, a market leader in VR headsets, and potential future entrants like Google/Samsung, which the tweet noted could be "a close second w/ their combined software + hardware prowess." In response to the market's initial reaction, rumors suggest Apple is already developing a more affordable version of the Vision Pro, potentially launching in 2025, alongside continued iterations to expand its spatial computing vision.