Apple Vision Pro

2024-2025

The Apple Vision Pro was sooo hyped!! It was Apple's first new major product category in a decade. It was launched as a total game-changer.

According to Apple, the Vision Pro “seamlessly blends digital content with your physical space. It transforms any room into your own personal theater with mind‑blowing immersion. You can work, watch, relive memories, and connect in ways never before possible. The era of spatial computing is here.”

Sounds great, why did it fail?

The price was a major reason, at $3,499 (almost €3000) it was a very expensive toy. It was also useless since there available apps and content was so limited. Most of the apps feel like afterthoughts, even Apple’s own apps. Besides being a cool tech gadget it didn’t do much else. A popular Reddit post read “A year later, Apple Vision Pro owners say they regret buying headset "It's just collecting dust."

Sales were disappointing, reports suggest that the device struggled to reach even the lowest estimates. Production was ceased in late 2024. Why didn’t Apple learn from the Google Glass or all the other failed VR/AR glasses and goggles? Tim Cook needs to visit the Museum of Failure.

Additional info:

Youtube - Apple Vision Pro Post-Mortem: What Happened?
Reddit - The $3,500 headset - It's just collecting dust
The Drum - Apple’s Vision Pro $1.4bn failure
CNBC - Apple’s Vision Pro has a problem