Apple may pause production of its Vision Pro headset as its $3,500 price limits mass market appeal, sparking speculation about a more affordable version.
Apple may potentially halt production of its Apple Vision Pro mixed reality headset, as the price point has not attracted the mass market. In an interview, CEO Tim Cook acknowledged the challenge, stating, “At $3,500, it’s not a mass-market product,” he told WSJ's Ben Cohen. “Right now, it’s an early adopter product. It’s for people who want to have tomorrow’s technology today. Fortunately, there are enough people in that camp that it’s exciting.” Despite the highly anticipated release, it seems that the product’s price point is hindering sales and widespread adoption. However, many speculate that Apple could release a more affordable version of the Vision Pro, which might encourage more consumers to try it out. The Vision Pro’s biggest competitor, Meta's Quest 3, launched in late 2023 at a price of around $300, depending on the model—a significant cost difference, making it approximately 85% cheaper than Apple’s. Many are eager to see Apple’s next move with a product that, compared to past launches, could be seen as a setback.
