As Consumers Await Cheaper Model, Apple's Vision Pro Struggles With Sales

Apple's most significant new product in recent years, the mixed-reality headset Vision Pro, is now facing a slowdown in sales. Analysts suggest that the situation may only improve with the release of a more affordable model next year.

Data from the market tracking agency IDC shows that since its launch in the United States in February, the $3,500 Vision Pro mixed-reality headset has not sold more than 100,000 units in a quarter.

Since the electronic product was rolled out globally at the end of June, sales outside the United States may offset the weakness in the American market. However, IDC still expects that Apple's Vision Pro will not sell more than 500,000 units this year.

IDC also stated that a more affordable version of Vision Pro (estimated to be about half the current price) should reignite consumer interest in 2025. Nevertheless, sales in the coming year may still not see significant growth.

IDC Vice President Francisco Jeronimo said, The Vision Pro's success, regardless of its price, will ultimately depend on the available content. As Apple expands the product to international markets, local content must also be made available.

Early reactions to Vision Pro have been mixed, with many critics and early adopters praising its advanced technology, but some of Apple's die-hard fans expressing indifference. The weight of Vision Pro, and its lack of customized applications and video content, are among the main reasons that people are staying away from it.

Moreover, since its debut, Vision Pro has not significantly improved Apple's quarterly performance.

The poor start of this product has prompted Apple's management to rethink. There have been reports that the company is planning to launch a more affordable version. IDC's Jeronimo expects that when this headset hits the market in the second half of next year, its sales will double.

$AAPL(AAPL)