Apple Vision Pro Sales Below 500,000 Units Since February Launch; Internal Data Shows Decreased Usage Among Buyers

While the Apple Vision Pro has been hailed as a remarkable technological achievement, its market performance has fallen short of expectations. The tech giant has recently notified its suppliers to halt production after 2024, indicating a concerning lack of traction since the product’s launch. Reports suggest that sales of the $3,499 headset have struggled to surpass 500,000 units, with Apple’s internal data revealing that many owners are not actively engaging with their devices.

Factors Behind the Apple Vision Pro’s Market Struggles

The headset’s steep price tag is not the only reason it has failed to capture a mass audience; its competitors are also struggling to keep users engaged. Despite the less-than-stellar sales figures, Apple CEO Tim Cook remains a staunch defender of the Vision Pro. He emphasizes that this device is designed for early adopters eager to explore cutting-edge technology. However, the financial constraints associated with such a high-cost product significantly limit its customer base.

Many consumers who initially invested in the Apple Vision Pro have opted for returns, contributing to the disappointing sales statistics. According to Mark Gurman’s latest ‘Power On’ newsletter, a considerable number of current owners are not utilizing the headset as much as Apple had hoped. This issue extends beyond Apple, affecting other tech companies like Meta, demonstrating a broader trend in the headset market where current offerings struggle to engage users effectively.

“Since the Vision Pro went on sale in February, I’m told that the company has sold fewer than half a million units. A large number of Vision Pro buyers (those who haven’t returned it) aren’t using the product as much as Apple anticipated, according to internal data. Of course, that second problem isn’t unique to Apple; Meta and other headset makers have also struggled to keep customers hooked on their products. But it makes it that much harder to get consumers to upgrade someday.”

This lack of engagement among users may also influence the delay of a more affordable iteration of the Vision Pro, which is now expected to launch after 2027. Analyst Ming-Chi Kuo suggests that the barriers to purchase stem not only from the hefty price but also from an insufficient number of compelling use cases. As Apple continues to develop a wider app ecosystem and enhance features focused on productivity and entertainment, there is hope that the Vision Pro will achieve greater acceptance and popularity in the future.

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