Source: Glonui.

Since its launch in the United States in February of this year, the mixed reality headset Vision Pro has encountered a bottleneck in sales growth. According to data from market research firm IDC, this high-end product, priced at $3,500, did not meet expectations in the U.S. market in the first quarter after its launch, and may even suffer a drop of up to 75% this quarter. In the product structure, the operating income of products worth 10-30 billion yuan is respectively 401/1288/60 million yuan.$Apple (AAPL.US)$IDC: less than 0.1 million units in one quarter.

This Friday, Apple has promoted Vision Pro to more countries, including Australia, Canada, France, Germany, and the United Kingdom, but its high price and still-developing application ecosystem make it difficult to popularize among wider consumer groups. The promotion strategy of Vision Pro includes providing product demos in Apple's retail stores and CEO Tim Cook's personal promotion. Cook has emphasized Vision Pro's potential in both work and entertainment, sharing the device's use cases in the enterprise sector such as design cooperation, on-site service, and surgical planning, and praising its ability to improve productivity and provide immersive entertainment experiences. Cook even revealed that he personally uses Vision Pro for both work and entertainment.

However, the market's reaction is not as enthusiastic as Apple expected. While some critics and early adopters appreciate the advanced technology of Vision Pro, others point out that its weight, lack of customized applications, and video content are the main obstacles to consumer purchases. In addition, Apple's quarterly performance did not improve significantly with the release of Vision Pro.

IDC Vice President Francisco Jeronimo pointed out that the success of Vision Pro will ultimately depend on the content that can be used on the device. As Apple expands its products to international markets, providing localized content becomes crucial. Currently, Apple is working hard to attract developers to create fresh content for its innovative Vision Pro headphones, but the number of applications for Vision Pro is only a small fraction compared to the first few months of iPhone and iPad.

Technology market research firm Omdia predicts that Apple will sell about 350,000 units of Vision Pro this year and is expected to increase to 1.7 million units by 2026, but this number is still significantly lower than the nearly 20 million units sold in the first year of the iPad. IDC data show that Apple's Vision Pro shipments in the first quarter were less than 100,000 units, less than half of competitor Meta's Quest headphones.

Facing poor sales, Apple plans to launch a more affordable version, expected to be priced at about half the current price, which may rekindle consumer interest in 2025. However, even if sales in international markets may offset weakness in the U.S. market, IDC expects Apple's Vision Pro sales this year to not exceed 500,000 units. Some application developers are taking a big step of faith to launch new applications on Vision Pro, betting that customers who can afford expensive headphones are more likely to splurge on software. Others are playing longer games, hoping to establish early positions on Apple's latest platform for returns in the coming years.

Despite the many challenges Vision Pro currently faces, Apple's determination in product innovation and marketing remains strong. Analysts are optimistic that with technological advancements and market maturity, Vision Pro may find its position in the consumer and enterprise markets in the future.

However, at least in the short term, the sales prospects for Vision Pro are still not optimistic. Apple needs to make more efforts in content development, pricing strategy, and market education to promote the market acceptance and user base growth of Vision Pro. In addition, with the continuous development of virtual reality and augmented reality technology, Apple needs to continue innovating to maintain its competitiveness in this emerging market.

However, at least in the short term, the sales prospects for Vision Pro are still not optimistic. Apple needs to make more efforts in content development, pricing strategy, and market education to promote the market acceptance and user base growth of Vision Pro. In addition, with the continuous development of virtual reality and augmented reality technology, Apple needs to continue innovating to maintain its competitiveness in this emerging market.

However, at least in the short term, the sales prospects for Vision Pro are still not optimistic. Apple needs to make more efforts in content development, pricing strategy, and market education to promote the market acceptance and user base growth of Vision Pro. In addition, with the continuous development of virtual reality and augmented reality technology, Apple needs to continue innovating to maintain its competitiveness in this emerging market.

However, at least in the short term, the sales prospects for Vision Pro are still not optimistic. Apple needs to make more efforts in content development, pricing strategy, and market education to promote the market acceptance and user base growth of Vision Pro. In addition, with the continuous development of virtual reality and augmented reality technology, Apple needs to continue innovating to maintain its competitiveness in this emerging market.

However, at least in the short term, the sales prospects for Vision Pro are still not optimistic. Apple needs to make more efforts in content development, pricing strategy, and market education to promote the market acceptance and user base growth of Vision Pro. In addition, with the continuous development of virtual reality and augmented reality technology, Apple needs to continue innovating to maintain its competitiveness in this emerging market.

However, at least in the short term, the sales prospects for Vision Pro are still not optimistic. Apple needs to make more efforts in content development, pricing strategy, and market education to promote the market acceptance and user base growth of Vision Pro. In addition, with the continuous development of virtual reality and augmented reality technology, Apple needs to continue innovating to maintain its competitiveness in this emerging market.

However, at least in the short term, the sales prospects for Vision Pro are still not optimistic. Apple needs to make more efforts in content development, pricing strategy, and market education to promote the market acceptance and user base growth of Vision Pro. In addition, with the continuous development of virtual reality and augmented reality technology, Apple needs to continue innovating to maintain its competitiveness in this emerging market.

However, at least in the short term, the sales prospects for Vision Pro are still not optimistic. Apple needs to make more efforts in content development, pricing strategy, and market education to promote the market acceptance and user base growth of Vision Pro. In addition, with the continuous development of virtual reality and augmented reality technology, Apple needs to continue innovating to maintain its competitiveness in this emerging market.

However, at least in the short term, the sales prospects for Vision Pro are still not optimistic. Apple needs to make more efforts in content development, pricing strategy, and market education to promote the market acceptance and user base growth of Vision Pro. In addition, with the continuous development of virtual reality and augmented reality technology, Apple needs to continue innovating to maintain its competitiveness in this emerging market.

Editor / jayden