There was a noticeable lack of enthusiasm outside French Apple Stores on Friday, July 12, the launch day of the Vision Pro in France. This tepid response reflects the disappointing initial sales figures of what Apple proudly calls its “space computer.” The high price and limited functionality are major factors behind the lackluster reception.
Apple’s first mixed reality headset, launched in the United States last February, has struggled to gain traction. According to data from IDC reported by Bloomberg, fewer than 100,000 units of the Vision Pro were sold in its first quarter. The forecast is even gloomier, with sales expected to plummet by 75% this current quarter. This is a stark contrast for Apple, a brand known for its spectacular product launches.
One significant hurdle is the price. In France, the Vision Pro starts at a hefty €3,999. It may take until 2025, when a more affordable version (approximately half the price) is expected, to attract a broader audience.
Content availability is another critical issue. The value of such a product heavily relies on the content available to users, and currently, there is a shortage. The Vision Pro offers a wide field of vision, akin to a large screen, suitable for work or entertainment. While its technical capabilities are impressive, it lacks a “killer app” that would make it indispensable. Outside of Apple’s app catalog, there is little to offer.
Moreover, the product’s design is cumbersome, including a battery pack worn on the body and connected to the headset by a wire. Wearing a headset weighing over 600 grams can quickly become uncomfortable. Its use is currently restricted to indoor environments, meaning it’s not yet suitable for outdoor interaction.
Given these challenges, Apple’s space computer is likely to remain a niche product, at least for the foreseeable future.