| Developers: | Apple |
| Date of the premiere of the system: | February 2024 |
| Branches: | Electrical and Microelectronics |
Content |
2025: Apple's failure. Vision Pro VR headset discontinued because no one needs it
Apple has discontinued production of the Vision Pro mixed reality headset due to low demand and significant inventory of unrealized devices. This became known in early January 2025.
According to Eurogamer, by October 2024, manufacturers had supplied components for 500 thousand headsets, but only 370 thousand devices were sold. Tens of thousands of components remain in warehouses.
The company originally planned to sell 1 million devices in 2024, but faced technical difficulties in the production of micro-OLED displays and external lenses. The cost of the headset at $3.5 thousand turned out to be ten times higher than competitive solutions from Meta (in Russia it was recognized as an extremist company, its activities are prohibited in the Russian Federation).
The device went on sale in the United States in February 2024, and then became available in other countries. Apple plans to sell off available stock during 2025.
Development of the second generation Vision Pro has also been suspended. The company is considering releasing an updated version with minimal design changes and integration of the Apple Intelligence artificial intelligence system.
Vision Pro is positioned as a "spatial computer" that combines digital content with physical space. Control is carried out using voice commands, eye tracking and hand movements.
The headset supports a number of "spatial games," including What the Golf?, Game Room and Super Fruit Ninja. Despite the wide possibilities, the company was unable to clearly identify the target scenarios for using the device.
The Financial Times in the summer of 2024 reported a significant reduction in domestic sales targets due to production difficulties. By the end of the year, suppliers expected to produce less than 400,000 Vision Pro units.[1]
2024
Halving Apple's plan to launch devices
In April 2024, it became known about Apple's decision to halve the Vision Pro delivery plan. Thus, Apple recognized the poor sales of its first VR headset.
As analyst Ming-Chi Kuo clarifies, initially Apple hoped to sell from 700 thousand to 800 thousand Vision Pro devices during 2024. However, the demand for this gadget turned out to be significantly lower than expected, and the company was forced to revise the plan for supplying the headset to the side of reduction. According to Kuo, in accordance with the new business scenario, Apple intends to sell 400-450 thousand copies.
The entry of the Vision Pro virtual and augmented reality headset into the market is accompanied by a number of difficulties. One of them is the high cost, which at the time of the announcement is $3500. In addition, some users complain of health problems: wearing a headset leads to headaches, discomfort in the neck and dark circles under the eyes. Against this background, many consumers began to return the device back to stores.
 | The high price of the Vision Pro is likely to lead to this device being applied mainly in the business sphere, says Jitesh Ubrani, IDC research manager. |  |
At the same time, according to Ming-Chi Kuo, due to weak sales of Vision Pro, Apple is reviewing the volume of deliveries of the device to markets outside the United States. In addition, the release schedule of the second generation headset, which is expected to address the identified design flaws, may be changed. This gadget was expected to debut in 2025. But changing delivery plans for the original Vision Pro model could mean that the release of the new product will be delayed until at least 2026.[2]
Apple Vision Pro customers are bringing smart glasses back to stores. They cause headaches and eye problems
In mid-February 2024, it became known that many customers of the Apple Vision Pro mixed reality headset are returning it back to stores. Users complain about the inconvenience of wearing and discomfort - headaches and eye problems.
There are growing reports on social media that using the $3,500 Vision Pro device has various negative effects. Some owners of the gadget point to poor weight distribution: because of this, the headset pulls the front of the head down. This leads to additional stress on the muscles in the neck area. Other users note that after wearing the gadget, they have cut and dry eyes, as well as tears in the eye blood vessels. Still others complain of rapid fatigue, which is accompanied by motion sickness and headaches.
| | The device is too expensive and bulky to even try to get used to constant headaches and eye strain, one of the gadget's owners wrote. | |
But discomfort and possible deterioration of well-being is not the only problem. Another common complaint is that Vision Pro simply does not provide enough performance for its money. As of mid-February 2024, a limited number of games are available for the headset, and therefore customers see no reason to keep the device and issue returns in stores. In terms of productivity, Vision Pro is complained about by professional users who talk about the need to optimize the interface. At the same time, some dissatisfied users announced their intention to test the second generation headset, in which the identified shortcomings are expected to be eliminated.[3]
Start of sales
In early February 2024, sales of the first started. smart glasses Apple We are talking about the Apple Vision Pro device, which has the capabilities of additional reality and allows you to use various types of content, such as movies and games, as well as do work and communicate with people. The gadget can be bought in, the Russia price reaches 1 million. rubles
According to Vedomosti, announcements of the sale of Apple Vision Pro appeared on Yandex.Market, Avito, CDEK.Shopping, Wildberries and Ozon. For example, on Yandex.Market, the cost of glasses with 256 GB of memory is 899,999 rubles. On CDEK.Shopping prices range from 519,000 to 580,000 rubles In the ReStore store, glasses are put up for sale for 659 000-749 000 rubles.
For comparison: the price of the device in the United States ranges from $3,499 (318,000 rubles at the exchange rate as of February 7, 2024) for the version with 256 GB of memory and up to $3,899 (354,000 rubles) for the version with 1 TB of memory.
The start of the pre-order for the new product was also announced in MTS, restore: and "M.Video-Eldorado." The representative of MTS said that they plan to start issuing pre-orders in early March, without specifying the cost of the device. According to the representative of restore:, the price of Vision Pro in this network will be 660 thousand rubles for the younger model and 750 thousand rubles for the top.
Apple Vision Pro is a pair of glasses with a curved transparent external 3D screen. The external screen shows the user's eyes - this is a simulation that the device reads in advance before starting use. You can control the headset using voice or gestures. For example, the user can flip through pages of text using eye movement. Vision Pro is equipped with two external cameras for video transmission, as well as a pair of screens with image support in resolution 4K inside the headset for functionality. virtual reality You can switch from virtual to augmented reality using a special wheel.[4]
Notes
- ↑ Apple Vision Pro £3500 headset reportedly no longer in production, as stock piles up
- ↑ Kuo: Apple cuts Vision Pro shipments, now ‘reviewing and adjusting’ headset strategy
- ↑ Apple fans are starting to return their Vision Pros
- ↑ Apple Vision Pro glasses appeared on sale in the Russian Federation at a price of up to 900,000 rubles
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