Apple fans may already be moving on from the Vision Pro

Erin Snodgrass

April 23, 2024 12:29 PM

Some tech devotees already seem to be losing interest in Apple's Vision Pro justmonths after the futuristic headset hit the market.

Apple Vision ProAnadolu/Getty Images

People are already losing interest in Apple's Vision Pro, a new Bloomberg report says.
Apple's $3,500 virtual-reality headset is a niche device that has drawn mixed reviews.
Despite an initial sales surge, the device has been criticized for its impracticality.

The long-awaited virtual-reality device prompted long lines at Apple stores and an initial surge in sales back in February, but Bloomberg's Mark Gurman reported Sunday that the early buzz around the accessory had quickly waned.

That's bad news for Apple, which spent eight years and billions of dollars creating the Vision Pro. The device boasts a hefty $3,500 price tag, making it a certified specialty item and keeping it out of reach for many of Apple's typical customers.

Gurman reported that the Vision Pro was unlikely to make the company any real money for years to come and that the number of people seeking demos for the device had dipped since February.

Apple didn't immediately respond to a request for comment from Business Insider.

The device sold 180,000 units alone during a January preorder weekend.

Apple has seemingly responded to the growing disinterest by boosting marketing around the device, evidenced by the Vision Pro's prime placement on the company's website.

Reddit forums dedicated to the device include frustrated users complaining the device is impractical in everyday life and uncomfortable to wear. The Vision Pro requires its wearer to attach a battery, start the device, and move through its interface each use.

Gurman noted that VR devices had in the past faced similar struggles in keeping buyers interested and engaged after the novelty wore off.

BI's Jordan Hart foresaw some of those issues back in February, writing that she was running out of reasons to wear the Vision Pro after just one week. Gurman shared a similar sentiment, saying he'd gone from wearing it regularly to just once or twice a week because it was "too cumbersome to use on a daily basis."

The reported decreased interest in Apple's shiniest new toy has come as the company juggles a multitude of other setbacks and struggles, including faltering revenue sources and regulatory skepticism.

Erin Snodgrass