Apple’s highly anticipated Vision Pro has been the subject of attention for the past six months. First announced at WWDC in June with a price tag of $3,499, the headset is set for an early release in 2024.
Ming-Chi Kuo, a reliable Apple analyst, recently provided valuable insight, predicting a “late-January/early February” release date. Kuo suggests that the initial batch of Vision Pro units, numbering around 500,000, will be shipped to Apple within a month, contributing to a total annual shipment target.
However, Apple seems to have revised its expectations. Initially, reports hinted at a million units, but later suggestions indicate a more conservative estimate of “fewer than 400,000.” Even with the updated figure of 500,000 units, this remains modest considering Apple’s colossal scale—especially when compared to the over 200 million iPhones expected to ship this year.
Tim Cook’s twelve-year tenure as Apple’s CEO has seen the company take risks, and the Vision Pro stands out as one of the boldest moves. Representing an entirely new category and form factor, the headset’s premium price point raises eyebrows, challenging even Apple’s loyal customer base accustomed to paying a premium for its products. Compounding the challenge is the historical underperformance of VR technology, casting a shadow on the Vision Pro’s potential success.
Kuo goes as far as to label the Vision Pro as “Apple’s most important product of 2024.” Given the extensive speculation, time invested, and financial resources allocated to its development, this statement holds weight.
Apple faces an uphill battle, navigating uncharted territory with a groundbreaking product that could redefine the company’s trajectory in the consumer electronics market. The success or failure of the Vision Pro will undoubtedly be closely watched in the tech industry and beyond.
