In an unexpected turn, Apple’s Vision Pro did not achieve a sell-out on its first day of release, despite having a relatively limited supply estimated at 60,000 to 80,000 units. The device, with prices ranging from $3,500 to $3,899 based on storage options, experienced a quick backorder for its 256GB model. However, the higher capacity 512GB and 1TB models were still available for in-store pickup a day after the release. Subsequently, the availability of all models has shifted, now indicating longer wait times for shipping.
This occurrence is particularly striking considering Apple’s track record of generating significant buzz for new launches and often witnessing swift sell-outs. The Vision Pro, promoted as a groundbreaking product in the “era of spatial computing,” appears to have faced initial hurdles in attracting widespread consumer interest, mirroring the challenges faced by other AR and VR headsets in the market.
The Vision Pro’s heft, akin to that of a 12.9-inch iPad Pro, and the sparse selection of spatialized applications at launch have drawn attention. With only 15 native apps developed by Apple for the device, and notable third-party services like Netflix, YouTube, and Spotify not rushing to develop spatialized versions for the platform, it points to a cautious approach from content providers.
This scenario indicates a possible change in consumer attitudes towards premium Apple offerings, implying that even with Apple’s established brand and marketing prowess, penetrating the AR and VR markets could present unforeseen challenges.
Sources include: Notebookcheck