December 9, 2024 – In his latest “Power On” newsletter, Bloomberg reporter Mark Gurman mentioned that the usage of Apple’s Vision Pro by its users is not as high as previously anticipated. “Since Vision Pro was launched in February this year, I’ve heard that the company has sold fewer than 500,000 units,” Gurman stated.
According to internal data cited by Gurman, many Vision Pro buyers (who did not return the product) are not using it as much as Apple had anticipated. The steep price tag is not the only factor hindering consumer purchases; the headset also lacks a “killer app.” For reference, the Chinese retail price of the headset is set at 29,999 yuan.
Despite the sluggish sales, Apple CEO Tim Cook continues to defend the Apple Vision Pro. He previously stated that the device is intended for those who want to experience future technology today.
In two recent interviews, Cook referred to Vision Pro as a “product for early adopters.” In an October interview with the Wall Street Journal, he said, “At $3,500, it’s not a mass-market product. Currently, it’s a product for early adopters, for those who want to own future technology – that’s its target audience. Fortunately, there are enough people in this group, and that’s exciting.”
