Nobody is Talking About the Apple Vision Pro Anymore – and This Could Be Why

Apple took a step just two months ago and introduced a completely new product category for the company Release of the Apple Vision Pro.

In the days and weeks following its release in February, Apple’s new AR/VR headset was the talk of social media. Tech Reviewers raved about how the deployment offered a glimpse into the future of home computing. And the Apple Vision Pro memes were there abundance. Who can forget the guy who carried an Apple Vision Pro? Wedding?

Then February came and went – ​​and we don’t talk about it much anymore. It turns out there’s probably a good reason for the sudden silence surrounding the product: the Apple Vision Pro just isn’t selling.

Apple Vision Pro sales tank

According to prominent analyst Ming Chi KuoApple has lowered its Apple Vision Pro shipment expectations for 2024 to between 400,000 and 450,000 units.

Apple originally expected to sell up to 800,000 Apple Vision Pro units this year, reports Kuo, who has provided accurate news about the company over the years based on his contacts in the supply chain.

This means that Apple has had to reduce its sales expectations for the Apple Vision Pro by up to 50 percent.

Additionally, Kuo reports that Apple revised these numbers before launching the Apple Vision Pro in markets outside the US. Kuo believes that US sales have fallen sharply, forcing Apple to adjust its expectations for international markets as well.

However, this shouldn’t be too surprising.

Apple has launched a brand new product in the emerging, relatively young product category of AR/VR headsets. Additionally, the starting price of $3,499 significantly limits the potential customer base for the Apple Vision Pro. Most consumers simply aren’t willing to spend thousands of dollars on a head-mounted display.

It is also interesting that the Apple Vision Pro quickly disappeared from the online discussion after much fanfare. As Fast company points out that Google Trends data shows that general interest in the Apple Vision Pro completely declined shortly after its release and continues to trend downward.

The incoming problems for Apple with the Apple Vision Pro were even visible to Mashable when we visited the big Apple Vision Pro launch at the 5th Avenue Apple Store in Manhattan, where even Apple CEO Tim Cook was present. There were queues for the event, but unlike other Apple Release Day events, these cleared up fairly quickly. What was even more interesting was that because of the hype, a number of people lined up to try out the Apple Vision Pro without any intention of buying it.

It’s unclear where Apple plans to take its AR/VR headset ambitions from here. According to Kuo, there was a prediction that Apple would release a new Apple Vision Pro model in 2025 – something the analyst no longer expects.