Here's What Tim Cook Thinks About Apple's Vision Pro After Low Sales

Apple CEO Tim Cook remains bullish connected the Vision Pro, contempt reports of debased income since the mixed-reality headset launched astir 18 months ago.


"I was thrilled with the merchandise from the squad connected visionOS 26," said Cook, connected Apple's net telephone connected Thursday. "It includes galore things successful it, similar Spatial Widgets to alteration users to customize their integer space. The Personas took a immense increase, they're overmuch much lifelike. And of people there's caller endeavor APIs for companies arsenic well."

"We proceed to beryllium precise focused connected it," added Cook. "I don't privation to get into the roadmap connected it, but this is an country that we truly judge in."

Bloomberg's Mark Gurman has already leaked the evident adjacent measurement successful that roadmap. Last month, helium reported that Apple plans to update the Vision Pro arsenic aboriginal arsenic this year. He expects 2 cardinal upgrades implicit the existent model, including a faster M4 chip, and a caller caput strap that makes it easier to deterioration the headset for extended use.

Apple launched the Vision Pro successful the U.S. in February 2024, with pricing starting astatine a lofty $3,499. The existent exemplary is equipped with an M2 chip.

Some of the customers that did bargain the Vision Pro said they regretted spending truthful overmuch money connected a instrumentality that they yet utilized truthful little. And immoderate users person complained astir the instrumentality being excessively dense to deterioration comfortably for agelong periods.

Cook antecedently admitted that the Vision Pro is not a mass-market merchandise owed to its precocious price.

"At $3,500, it's not a mass-market product," helium said past year. "Right now, it's an early-adopter product. People who privation to person tomorrow's exertion today—that's who it's for. Fortunately, there's capable radical who are successful that campy that it's exciting."

Research steadfast IDC estimated that Vision Pro income would beryllium under 500,000 units successful 2024, and it is astir apt harmless to estimation that income stay beneath 1 cardinal arsenic of today.

Gurman said that Apple plans to merchandise a redesigned Vision Pro that weighs importantly little — and hopefully costs importantly little — successful 2027.

In addition, Apple proviso concatenation expert Ming-Chi Kuo expects Apple astute glasses without built-in displays to participate wide accumulation in the 2nd 4th of 2027. Similar to the Meta Ray-Bans, helium said that Apple's glasses volition let users to instrumentality photos, grounds videos, and perceive to music, with some interaction and hands-free dependable control.

Eventually, Gurman and Kuo expect Apple to merchandise existent augmented world glasses, but specified a merchandise apt remains galore years away.
This article, "Here's What Tim Cook Thinks About Apple's Vision Pro After Low Sales" archetypal appeared connected MacRumors.com

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