Apple Vision Pro Features Stunning, Immersive Environments and Content
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Apple Vision Pro Often Called a 'Flop' in Media Reports, but Will Sell Around 500,000 Units by End of 2024
For context, that Wall Street estimate is almost exactly what Apple made from the iPhone in 2008, its first full calendar year of sales. While 500,000 units seems small compared to current iPhone or Mac sales, it’s impressive for a first, albeit expensive, foray into VR.
In terms of gross revenue, the Apple Vision Pro is expected to bring in as much in its first 11 months as the estimated cost of a new state-of-the-art sports stadium currently under construction in Las Vegas. For the first five months, the Apple Vision Pro was only available for purchase in the US.
In June 2024, Apple expanded sales to Australia, Canada, China, France, Germany, Hong Kong, Japan, Singapore, and the UK. It debuted in South Korea and the UAE in November.
While the Apple Vision Pro has sold well for an AR/VR device, its high $3,500 retail price has kept it from finding a more mainstream audience. The Meta Quest 3, a competing gaming headset, starts at $399 and has sold in the millions.
Sales of the Apple Vision Pro headset over the past year, based on data from The Information.
Apple’s approach will bring in about $1.75 billion in revenue ahead of its first anniversary in February.
More Content on the Way
Apple has made some efforts in recent months to add more content to its VR headset. It recently debuted a new spatial-audio virtual concert series called “Concert for One” featuring The Weeknd.
British singer RAYE will star in the second installment of the series. In October, the company released a 16-minute underwater drama, Submerged, also shot in immersive video and spatial audio.
Games and other software have also been slowly rolling out to Apple Vision Pro, such as the fantasy strategy sim The Elder Scrolls: Castles. Disney+ has brought a new immersive environment, Iceland, to the headset.
Early adopters of Apple Vision Pro have expressed some frustration with the slow release of content, but Apple and Blackmagic Design have begun using the latter company’s 8K video cameras at sporting events and elsewhere, suggesting that virtual experiences are on the horizon.
Until now, Apple has provided its own content for free to maintain enthusiasm for the product and its potential. However, nearly a year after its launch, more third-party software and immersive media content needs to be created to keep Apple's Vision Pro viable in the long term.
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