Login to Continue Learning
The Apple Vision Pro, with its eye-watering price tag of $3,499 and lackluster app support, hasn’t been the commercial success one might expect. Since its release in February 2024, fewer than 500,000 units have been sold, indicating a significant miss on Apple’s part. However, before we delve into the factors behind its poor reception, let’s look at some positive developments in niche markets.
#### Companies Like Lowe’s Have Benefited from Apple Vision Pro Sales
While the premium AR headset market requires time to grow, companies that integrate the device have seen improvements in customer experiences. For instance, The Wall Street Journal reported that customers using the Apple Vision Pro can visualize their kitchen after a remodel before making a purchase. 9to5Mac further notes that Lowe’s San Jose store has been integrating the device into its system for about three months and reports positive impacts on purchases.
#### Other Companies Using the Apple Vision Pro
Another company, Dassault Systèmes, uses the Apple Vision Pro to design molecules for drug development. CAE, a Canadian aircraft training company, also employs the headset for flight simulations, leveraging its impressive display and audio quality. These use cases suggest that while there are some positive outcomes, they do not represent the broader target market Apple initially aimed at.
#### Future Outlook
The average consumer remains Apple’s primary focus, but the underwhelming sales indicate a need for serious discussion on where this category is headed. To address pricing concerns, Apple plans to release a more affordable solution called the Vision Air in 2027, with an A-series SoC instead of M-series.
In summary, while niche markets have benefited from the Apple Vision Pro, its broader market reception has been poor, and Apple needs to adapt to meet consumer expectations.
