Industry analysts are predicting a challenging trajectory for the Apple Vision Pro, suggesting that sales may not reach even 500,000 units by the end of 2024. The rollout of Apple Vision Pro has been different from the company's usual rapid deployment of new products.
Speaking to Bloomberg, analysts from IDC highlighted that quarterly sales of the Apple Vision Pro have struggled, with figures remaining well below 100,000 units. It's wprth noting that Apple Vision Pro wasn't available anywhere outside the U.S. when launched back in February.
Although Apple recently expanded availability to nine new international markets on June 28, with sales and preorders opening up, analysts remain uncertain about a significant surge in sales. They anticipate a substantial 75% decline in U.S. sales for the current quarter, with international sales expected to only partially mitigate this decline.
Apple analyst Ming-Chi Kuo a couple of months ago had previously revised shipment estimates downward from an initial expectation of 700,000 to 800,000 units to a more conservative range of 400,000 to 450,000 units by April.
Despite its advanced features, including augmented reality capabilities, the Apple Vision Pro continues to face challenges in gaining widespread adoption.
Several factors are likely influencing the performance of the Apple Vision Pro in the market. One significant factor is its hefty price tag of $3,500, which positions it as a premium product in the consumer electronics landscape. This high cost could be deterring potential buyers who are cautious about investing in such an expensive first-generation device.
Another factor impacting sales is the slow expansion of the Apple Vision Pro into international markets outside the U.S. While Apple has recently begun sales and preorders in nine new territories, the gradual rollout may be limiting its reach and potential customer base globally.
Additionally, there appears to be less overall demand for the Vision Pro compared to other mainstream Apple products. The niche market for augmented reality headsets and the specialized nature of its features may be contributing to slower adoption rates among consumers.
These factors collectively suggest that while the Apple Vision Pro offers cutting-edge technology and features, its premium pricing, gradual international rollout, and niche market appeal are likely influencing its sales performance and market penetration.
