Apple’s Vision Pro augmented reality headset launched in the US in February for $3,499, and it took the company nearly five months to bring it to China, Hong Kong, Japan and Singapore by the end of June. By this Friday, the geography of sales of the device had expanded to include Australia, Great Britain, Germany, Canada and France.
Image Source: Apple
As CNBC notes, by the start of official sales in the UK, visitors to Apple brand stores in London began to pre-reserve their right to take part in a demonstration of the Vision Pro capabilities. According to IDC representatives, there is no doubt about the high public interest in Apple’s new product at the start of sales in most regions, but the whole difficulty lies in the company’s ability to maintain demand for such a controversial and expensive device in the future. As noted earlier, after the first six months of Vision Pro’s presence in the US market, demand could decline by 75%, according to analysts at IDC.
TF International Securities analyst Ming-Chi Kuo expects Apple to sell between 400,000 and 450,000 Vision Pro headsets this year, well below the 700,000 to 800,000 units initially projected. Approximately half of the number of headsets indicated in the first case will be sold outside the United States. If we take into account that the market capacity of augmented and virtual reality headsets as a whole reaches 7.3 million units, then Apple products cannot yet claim a leading position in it, but even taking into account its high price, according to the results of the first quarter, it took second place, second only to Meta✴ Quest headsets. For more active expansion, Apple headsets need not only to reduce the price, but also to acquire a sufficient number of really useful and popular applications.