Apple's most heavyweight new product in recent years, the hybrid display headset Vision Pro, is now mired in a sales slowdown. Analysis suggests that it may take until a more affordable model is released next year to get rid of this situation.
According to market tracking firm IDC, since its launch in the United States in February this year, the Vision Pro mixed reality earphones priced at $3500 have not sold 100000 units in a single quarter.
After the global launch of this electronic product at the end of June, sales outside the United States may offset the weakness in the US market. However, IDC still expects Apple's Vision Pro to sell no more than 500000 units this year.
IDC also stated that the more affordable version of Vision Pro (estimated to be around half the current price) is expected to reignite consumer interest in 2025, although sales may not see significant growth in the coming year.
IDC Vice President Francisco Jeronimo said, "Regardless of the price, the success of Vision Pro will ultimately depend on the content available on the device. As Apple expands its products to international markets, it is also crucial to provide local content around the world
The early reactions of users to Vision Pro were also mixed, with many critics and early adopters praising its advanced technology, but some die hard Apple fans saying they were "not interested". The weight of Vision Pro and its lack of customized applications and video content are one of the main reasons why people stay away from it.
It is worth mentioning that since the debut of Vision Pro, Apple's quarterly performance has not significantly improved.
The dismal start of this product has prompted Apple's management to rethink. Previously, there were reports that the company was planning to launch a more affordable version. IDC's Jeronimo predicts that the sales of this headset will more than double when it is launched in the second half of next year.