Apple Vision Pro Unlikely to Hit 500,000 Sales This Year, Says IDC

Apple's Vision Pro spatial computing headset has yet to sell 100,000 units in the quarter since it launched in the U.S. in February, according to market tracker IDC (via Bloomberg).

Apple Vision Pro at Steve Jobs Theater
The device is projected to see a 75% drop in domestic sales in the current quarter, but the launch of Vision Pro internationally this month is expected to offset that decline.

IDC believes that a more affordable version at roughly half the price of the current $3,500 unit should rekindle interest in 2025, but sales are not expected to rise significantly over the coming year. Apple Vision Pro is set to launch in the United Kingdom, Canada, Australia, France, and Germany on Friday, July 12.

Reviews for the device have been mixed overall. For the most part, users have been impressed with the hardware and the technology introduced by the Vision Pro, but there are questions about the actual function of the device, the intuitiveness of the gesture-based control, the weight and comfort, and VR in general. Users have also been critical of the lack of content for the device.

"The Vision Pro's success, regardless of its price, will ultimately depend on the available content," said Francisco Jeronimo, vice president at IDC. "As Apple expands the product to international markets, it's crucial that local content is also made available."

Apple is expected to produce fewer than 400,000 Vision Pro headsets in 2024 due to the complexity of manufacturing, according to analyst Ming-Chi Kuo. However, Apple is said to be already working on a new version of the ‌‌Apple Vision Pro‌‌ for 2025 that will be priced more affordably. IDC's Jeronimo predicts that will more than double sales when it arrives in the latter half of 2025.

Related Roundup: Apple Vision Pro
Buyer's Guide: Vision Pro (Buy Now)
Related Forum: Apple Vision Pro

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Top Rated Comments

dannyyankou Avatar
1 week ago
It's difficult to convince people to buy a $3500+ pair of computer goggles.

And no, this is not the same as Steve Ballmer laughing at the iPhone.
Score: 50 Votes (Like | Disagree)
Compile 'em all Avatar
1 week ago
I am a big Apple fan and built myself several (featured by Apple) apps in the early days of the apps store. Adopting new technology is no issue for me but €4000 is extremely hard to justify for something I will rarely use at home. 4K for a MacBook that will be used daily for work is no problem, 1.5k for an iPad will outlive several iPhones by years is a great investment. But 4K for a first gen product with limited use is a hard sell.
Score: 35 Votes (Like | Disagree)
ZiBart Avatar
1 week ago
If you consider returns, its unlikely to hit 250k in sales this year.
Score: 29 Votes (Like | Disagree)
epox999 Avatar
1 week ago
Product is unreasonably expensive and far too limited in scope for regular consumers, still waiting for the "killer app" for this.

Would need to be under $1000 for most users to consider it, still blows my mind this is 7x-8x the cost of other VR headsets
Score: 24 Votes (Like | Disagree)
Sir Ruben Avatar
1 week ago
It will sell to the bored rich people looking for the next purchase to entertain them for a few hours. Beyond that sales will sharply drop off.
Score: 24 Votes (Like | Disagree)
DelayedGratificationGene Avatar
1 week ago
Slowly but surely interest is gaining. It’s not going to be as fast as a $500 iPhone but it’ll get there. FB groups keep adding members and search Apple Vision Pro news and you’ll get more and more articles.
Score: 24 Votes (Like | Disagree)