The minor iOS 17 upgrade seems to have been overshadowed by Apple’s recent launch of the Vision Pro headset at this year’s WWDC event. With a staggering $3,499 price tag, the Vision Pro is now officially Apple’s most expensive product ever. A small number of people have voiced their displeasure at the outrageous price, but the majority are taking a cautious ‘wait and see’ approach.
It is important to note that Ayesha Tariq, an industry expert, has made some fascinating observations. Tariq claims that Apple has dramatically reduced its ambitious initial shipment target for the Vision Pro from 1 million units to a more manageable 150,000 units. A staggering 95% has reduced the company’s initial expectations as a result of this astonishing change.
Also read: Young Users Not Interested in Apple’s Upcoming MR Headset
Critics might argue that Vision Pro sales could still generate substantial profits even with a lower shipment target. With 150,000 units sold and a high price tag, Apple is expected to make a tidy $525 million. Additional costs of $600 or customisation fees will be charged for those who require an official Zeiss prescription insert or those with larger head sizes who need a custom fit.
It is clear, however, that the Vision Pro is not intended to appeal to a broad user base. The high price and strict qualifications mean that potential buyers face a fairly high barrier to entry. For example, the headset’s battery life is only 2 hours, despite the 6500 mAh external battery, which requires the use of a SIM card pin to change the battery.
Given these elements, experts in the field believe that Apple’s Vision Pro represents an experimental step in the mixed reality (MR) space. Apple is expected to follow this up with a lower-cost MR headset aimed at a wider market. This tactical approach would be in keeping with Apple’s reputation for producing new products at different price points, and would allow the company not only to increase its market share, but also to make immersive technology more accessible to the general population.
