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Apple’s $3,499 Vision Pro: From Future of Tech to Flop of 2024?

Imagine this: Apple announces its most ambitious product in years—a device so advanced it’s practically a sci-fi prop.

The crowd cheers, the presale sells out, and tech enthusiasts around the world eagerly await their Vision Pros.

Fast forward 11 months, and now? Production is cut in half, warehouses are stacked with unsold headsets, and even Tim Cook is doing damage control.

What went wrong? Let’s break down how Apple’s Vision Pro went from “must-have tech” to a cautionary tale.

The $3,499 Gamble: Why Vision Pro Was Destined for the Elite

At $3,499, the Vision Pro is one of Apple’s priciest consumer products to date. Designed as a sleek, high-performance mixed-reality device, it was marketed to revolutionize gaming, productivity, and entertainment.

Early adopters were intrigued, and the January presale flew off the shelves.

But then came February. Customers unpacked their shiny new gadgets only to realize... it wasn’t so shiny after all:

• Fit Issues: For a product promising all-day wear, the Vision Pro wasn’t exactly comfortable. Complaints about awkward fits and physical discomfort piled up fast.

• Elite-Only Appeal: At $3,499, this wasn’t a mass-market product. Most people weren’t ready to shell out the price of a high-end laptop for a glorified VR headset.

The Numbers Tell the Story

Despite the hype, Vision Pro sales are... let’s just say modest.

• First Nine Months: Apple sold about 370,000 units—a decent figure until you consider its production goals.

• Production Cut: Apple initially cranked out nearly 2,000 headsets per day but has since halved production to 1,000 units daily.

• The Surplus Problem: Manufacturer Luxshare now has a pileup of unsold units, with Apple expecting to move just 50,000 more by January.

Tim Cook Speaks: It’s Not for Everyone (Yet)

In a rare moment of corporate humility, CEO Tim Cook addressed the backlash, admitting that Vision Pro was designed for “early adopters” and not the masses. Translation: We know it’s too expensive and niche—stay tuned.

What’s Next for Vision Pro?

Here’s the plan for Apple’s mixed-reality future:

1. A Second-Gen Model: Apple is already working on a Vision Pro successor with better processors. Expect it sometime next year.

2. A Budget Version: The company is reportedly developing a more affordable model... but don’t get too excited. Analysts say we won’t see it until 2027.

Until then, Apple seems stuck in a tricky spot:

• The current Vision Pro is too expensive for everyday consumers.

• Its production issues and customer complaints are scaring off potential adopters.

• And competition from Meta’s Quest 3S, which costs a fraction of the price, isn’t helping.

The Big Picture: Did Apple Misread the Room?

Apple is no stranger to reinventing product categories (just look at the iPhone), but the Vision Pro feels... different.

The product itself is cutting-edge, sure, but its pricing and comfort issues make it more of a novelty than a necessity.

If Apple wants to turn Vision Pro into a success story, it’ll need to address the basics: comfort, affordability, and a broader use case.

Until then, we’ll keep an eye on those surplus units gathering dust.