With the Vision Pro, Apple attempted to establish a new class of device. Mixed reality was intended to be suitable for everyday use—a new way to experience digital content. Almost 18 months after the US launch, however, demand is significantly lower than expected. Nevertheless, Tim Cook remains committed to the strategy and offers an outlook on future developments.
The Apple Vision Pro was launched in early 2024 with great expectations. Technically impressive, but expensive and heavy – the headset polarized opinions from the start. While many media outlets celebrated the Vision Pro as a futuristic device, sales figures fell significantly short of expectations. Instead of being discouraged by market hesitancy, Apple continues to pursue a long-term strategy. New software features, hardware upgrades, and future products are already on the agenda.
Subdued demand despite ambitious technology
The Apple Vision Pro has been available in the US since February 2024. The starting price is $3,499 – in Germany it starts at €3,999. Equipped with an M2 chip and a multitude of sensors, cameras, and displays designed to enable mixed reality and spatial computing, the device failed to achieve widespread market success. Users primarily criticized the headset's weight and limited everyday usability. Many stated they rarely used the device – despite the high price. Some openly called it a bad purchase. Market research firm IDC estimates that Apple will have sold fewer than 500,000 units by 2024. To date, it is likely that fewer than one million devices have been sold.
Tim Cook is convinced
Apple CEO Tim Cook nevertheless views the current situation positively. When announcing the quarterly results, he spoke of progress with visionOS 26, the operating system for the Vision Pro. The new version includes spatial widgets, a revised display of digital personas, and additional enterprise APIs. Cook emphasized that Apple continues to invest heavily in this area. He did not provide any specific details on the further product roadmap, but indirectly announced that new hardware is in the works. He had already stated last year that the Vision Pro, with its price, was not a product for the mass market. The target audience is primarily technology enthusiasts who are willing to try out new technologies early. Cook spoke of an exciting target group that is large enough to make the project worthwhile.
Next versions and new devices in planning
According to Bloomberg journalist Mark Gurman, Apple is working on a new version of the Vision Pro, which is scheduled to be released later this year. Plans include a faster M4 chip and a new headband designed to improve comfort during extended use. A comprehensively redesigned Vision Pro is expected in 2027. The headset is expected to be significantly lighter and less expensive. The goal is to make the device more suitable for everyday use and appeal to a broader target audience.
- At the same time, development is underway on another device class: Apple is working on smart glasses that do not require integrated displays. These are intended to function similarly to the Meta Ray-Bans. Planned features include listening to music, taking photos and videos, and controlling the device via voice or touch. According to analyst Ming-Chi Kuo, these devices could enter series production in the second quarter of 2027.
In the long term, experts like Gurman and Kuo expect Apple to develop true AR glasses—a product that seamlessly integrates digital content into the real world. However, a market launch is not expected for several years at the earliest.
Apple Vision Pro: The beginning of a long development
Apple is still at the beginning of a long journey with the Vision Pro. The first version demonstrated how challenging it is to make mixed reality technology suitable for the masses. Nevertheless, the company is consistently committed to further development. Tim Cook is staying the course and continuing to invest in hardware and software. Sales figures are currently low, but Apple is pursuing a long-term strategy. The next few years could reveal whether the Vision Pro was indeed the starting point for a new generation of devices—or just an intermediate step along the way. The best products for you: Our Amazon Storefront offers a wide selection of accessories, including those for HomeKit. (Image: Shutterstock / pio3)
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