Apple announced a revolution with the arrival of the Vision Pro, but its mixed reality glasses do not convince buyers. Those from Cupertino have been pioneers in a little-explored market when they started the project, but now they cannot compete with other brands.
The Vision Pro have been on the market for almost a year. Apple glasses were one of the company’s big bets for 2024, but they have ended up becoming one of its least profitable products. Price and availability are one of the main obstacles that buyers have encountered.
The Vision Pro are only sold in the United States at the moment for a price of 3,499 dollars for the most modest 256 GB version, about 3,390 euros in exchange. If you want 512 GB you must pay $3,699, the price rises to $3,899 for the 1 TB variant.
The accessories and peripherals of these mixed reality glasses are not cheap either. A battery holder to hold it on the body with a clip costs $49.99, the travel case adds another $199.
Apple has gone out of its way to convince buyers that it is worth paying that price. Those from Cupertino justify the high cost by ensuring that they have 5,000 patents to develop their technology.
Apple could stop the production of the Vision Pro
The Vision Pro are no longer profitable for Apple and rumors of an alleged cancellation of the project are beginning to circulate. Tim Cook’s company could stop the production of its mixed reality glasses due to its poor sales figures: expects to sell 4 million units throughout its life cycle, although at the moment it has only sold 500,000 of them.
The company has already reduced production of this device in the summer of 2024, accumulating enough inventory to cover this year’s demand. Some of the hundreds of suppliers with which Apple collaborates have even stopped manufacturing their components due to low demand.
The Vision Pro are not attractive to potential buyers, but neither are they attractive to customers. Some have expressed that The user experience is not in line with a $3,499 product for the cheapest version.
Apple working on cheap Vision Pro
Apple’s main problem with the Vision Pro is the price. The solution? Offer a choice low cost that is accessible to a broader audience. The Cupertino strategy with the second generation of this device is to democratize mixed reality.
The economical version of the Vision Pro would hit the market with some features cut. Apple hasn’t revealed too much information about this model, but It could be similar to Airpods with integrated cameras.
Tim Cook’s company aims to compete with smart glasses such as those from Meta and Ray-Ban, although the cheapest version would not hit the market until at least 2027, if it finally succeeds.
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Tags: Apple Rumors
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