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Apple’s sales (NASDAQ:AAPLAccording to a report by Bloomberg citing IDC, the $3,500 mixed reality headset Vision Pro is not expected to pick up speed until a cheaper version is released next year.
Sales of this expensive device have yet to cross 100,000 units It only took one quarter since its launch in the U.S. in February, but domestic sales are facing a 75% drop this quarter, the report said. Add to To quote IDC. Vision Pro sales this year are not expected to exceed 500,000 units.
Cupertino, Calif.-based Apple unveiled the Vision Pro at last year’s developer conference, the company’s biggest product launch in a decade. Launched in China, Japan and Singapore in 2019.
The device’s international launch will offset weakness in the U.S. market, while a more affordable version (IDC expects it to be about half the price) should generate interest in 2025. It won’t grow significantly.
“Regardless of price, the success of Vision Pro will ultimately depend on the content available,” said Francisco Jeronimo, vice president at IDC.
Jeronimo added that as Apple expands its devices into international markets, it will also be important to provide local content.
Apple (AAPL) has reportedly added apps from Alibaba (BABA) and JD.com (JD), as well as Tencent (OTCPK:TCEHY) (OTCPK:TCTZF), to its list of headphone apps. Last month, the company launched visionOS 2 for headsets, which included features like Space Photos with life-size images.
In April, TF International Securities analyst Ming-Chi Kuo pointed out that Apple expected headphone shipments in 2024 to be between 400,000 and 450,000 units, lower than the market consensus of 700,000 to 800,000 units.
The company has reportedly paused development of the next version of the pricey headphones to focus on a more affordable version.
Jeronimo expects sales to more than double when the new version launches in the second half of next year, the report adds.
