Tim Cook Admits Truth About Vision Pro Following Lackluster Sales

The Wall Street Journal's Ben Cohen this summer interviewed Apple CEO Tim Cook about the Vision Pro, innovation, Apple Intelligence, and more.

Apple Vision Pro Dual Loop Band Teal Feature 2
Cook admitted that the Vision Pro headset is not a mass-market product due to its high price.

"At $3,500, it's not a mass-market product," said Cook. "Right now, it's an early-adopter product. People who want to have tomorrow's technology today—that's who it's for. Fortunately, there's enough people who are in that camp that it's exciting."

In July, research firm IDC estimated that Vision Pro sales would be under 500,000 units this year.

Cohen said Apple's approach to innovation can be described in four words: "Not first, but best."

"We're perfectly fine with not being first," said Cook. "As it turns out, it takes a while to get it really great. It takes a lot of iteration. It takes worrying about every detail. Sometimes, it takes a little longer to do that. We would rather come out with that kind of product and that kind of contribution to people versus running to get something out first. If we can do both, that's fantastic. But if we can only do one, there's no doubt around here. If you talk to 100 people, 100 of them would tell you: It's about being the best."


Cook said Apple Intelligence makes the experience of using Apple products "profoundly different."

"I think we'll look back and it will be one of these air pockets that happened to get you on a different technology curve," said Cook.

The wide-ranging interview touches on many other topics, including Cook's daily routine, lessons he learned from Steve Jobs, and more.

Bloomberg today also published a story about Cook's role on Nike's board of directors, which he joined in 2005. The report states that Cook supported the appointment of Elliott Hill as Nike's new CEO this month, after the shoe maker experienced declining sales and profit this year. Cook is often spotted wearing Nike shoes, and Apple has partnered with Nike on several products and accessories over the past few decades.

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

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Top Rated Comments

CasinoOwl Avatar
27 weeks ago
"Admits" is such a loaded click-bait word to use. Maybe unintentional, but I like Mac Rumors because it's not as cheap and dramatic as the other sites. Was Tim hiding this info, or did we all know it was the case?
Score: 38 Votes (Like | Disagree)
vertsix Avatar
27 weeks ago
We all knew it wasn't a mass market product. But glad he is acknowledging it.

I am a Vision Pro owner, and I've been decreasingly "excited" about the product line as a whole. I have mixed feelings. On one hand, it's an amazing device with top of the line technology, but on the other the App Store and content situation has not improved and has gotten worse in some ways. A lot of apps have been abandoned, a lot of critical ones are still missing, and many barely get updates. It's incredibly nice for occassional media consumption (such as immersive video) - of which Apple TV+ still lacks a lot of!

Ultimately, the success of Vision Pro is heavily dependent on the App Store and content. Price as well, but I'd argue it's less so. Content was the inflection point with the iPhone and the iPad. I hoped to see some of that progress, but I am disappointed to not have seen it. And Apple's hostile relationship with developers in recent years is of no help.
Score: 34 Votes (Like | Disagree)
sdf Avatar
27 weeks ago
“Admits” truth? What, this was some kind of secret?
Score: 34 Votes (Like | Disagree)
spaxxedout Avatar
27 weeks ago
The word admit, per Oxford:

“confess to be true or to be the case, typically with reluctance ('https://www.google.com/search?safe=active&client=safari&sca_esv=abe1209c8be175c1&hl=en-us&sxsrf=ADLYWIKaXY_s4RsZQSlUj3soKgcScZFoUw:1729525006234&q=reluctance&si=ACC90nz-2feRzoY4yuySkO-aQE81e5KNQe4TXKm0b4QaCuLts-EjM4yYET4Sttr0UQp5l3CNvAXyHI3xQ6r1kEqL-zzdAjeU1paoAzlcCPm0jhOox3De8-E%3D&expnd=1&sa=X&ved=2ahUKEwiTroHd5p-JAxU0VzABHa3TNxQQyecJegQIOhAM').”

There’s nothing being admitted here. Just another example of MR playing to the popularity of Vision Pro dissent for the sake of clicks / engagement.
Score: 22 Votes (Like | Disagree)
peripatetic Avatar
27 weeks ago
As someone who has been using Apple Intelligence in 18.1 betas for some time now, I find it laughable that Tim Cook can say with a straight face that he uses Apple Intelligence's email summary feature to quickly get through his email in the mornings. The summary feature, both in the email and in messages, routinely fails to understand the tone of messages, the intent of what was said and by whom, and what is being asked or said in the email or message. There is no way on Earth that Tim Cook, the CEO of one of the most powerful and important companies in the world, is leaving it to Apple Intelligence to help him get through emails without him reading the full emails. If he his doing that, he should be stopped.
Score: 19 Votes (Like | Disagree)
Bodhitree Avatar
27 weeks ago
What would make the Vision really great was if it actually was a pair of glasses. Unfortunately that product is a decade or more away.
Score: 14 Votes (Like | Disagree)