Apple Vision Pro customer interests now appears to be fading away

Apple Vision Pro Sam Altman's comment

Apple’s $3,500 spatial computing device, the Apple Vision Pro, has been facing a dip in sustained interest and usage since its debut in the U.S. in February 2024. Before and shortly after the launch of this device, there was a lot of hype regarding what it offers. Well, it appears that reality has now set in and things are beginning to change. According to Bloomberg’s Mark Gurman, the decline in interest in the Apple Vision Pro is likely not a simple anomaly. He believes that it may indicate a broader issue that has plagued VR technology from its inception. This is why maintaining user engagement after the initial novelty wears off. In his Power On newsletter, Gurman said

Demand for demos is way down. People who do book appointments often don’t show up, and sales — at least at some locations — have gone from a couple of units a day to just a handful in a whole week. Apple also has had to step up the marketing on its online homepage. There’s a huge promo for the Vision Pro at the top of the website — the most aggressive pitch since the device went on sale in early February.

Apple Vision Pro Trademark Clash in China
Image source: Apple

Bloomberg’s Mark Gurman has reported a noticeable cool-down in excitement for the Vision Pro, with his usage decreasing from daily interactions to just once or twice a week. The complex setup process and lack of a “killer app” or compelling content are significant barriers to more frequent use, making traditional devices like laptops and smartphones more appealing for regular tasks.

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Apple Vision Pro User Interest: Why the Decline?

The Vision Pro is also better suited for solitary activities, such as long flights or working from home. It is not entirely suitable for social situations or interactions with co-workers. This limitation further diminishes its appeal to many potential users.

The overall decline in customer interest at some retail stores may be due to a combination of factors, including recession fears, sales decline, inflation, and the lack of revolutionary products from Apple. The Vision Pro, while innovative comes with a whooping $3,500 price tag. This makes it inaccessible to many potential users who might be more inclined to try it out if it were more affordable.

In the meantime, Apple has resolved several bugs that initially plagued visionOS. However, many of its apps are still not optimized for the device’s operating system. The latest visionOS update added Spatial Personas, which make it feel like users are in the same virtual room as other Vision Pro users. This feature, however, requires other Vision Pro owners to appreciate it, and as Gurman notes, they are still few and far between.

Apple Vision Pro


In conclusion, Apple still has a considerable task ahead in evolving the Vision Pro into a device that redefines everyday technology use. While the company works on improving the headset and expanding its user base, it will be essential to address the broader issues that have plagued VR technology, such as maintaining user engagement and creating compelling content.

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