Vision Pro will be lucky to hit half a million sales this year, according to industry tracker

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“The unimpressive start has spurred a rethink among Apple’s management”

Apple Vision Pro.
(Image credit: Brady Snyder / Future)

As Apple Vision Pro launches in Europe, one industry tracker claims that Apple’s spatial headset will struggle to hit half a million sales this year, suggesting Apple has a more drastic plan for spatial computing. 

According to the IDC, a marketing and research firm, and reported by Bloomberg, Apple Vision Pro is yet to sell 100,000 units. The headset originally launched exclusively in the U.S. in February and the international launch is expected to help sales somewhat. According to Bloomberg, “The unimpressive start has spurred a rethink among Apple’s management” and a budget version of the headset is said to be in the works for a launch next year. According to IDC, this budget headset is not the only hurdle Apple needs to cross for better sales. 

A content problem

The vice president of IDC, Francisco Jeronimo said “The Vision Pro’s success, regardless of its price, will ultimately depend on the available content.” Continuing, he claims, “As Apple expands the product to international markets, it’s crucial that local content is also made available.”

This follows on from a problem that was spotted back in February. Many major App publishers, like Netflix and Spotify, refused to make their apps available on Apple Vision Pro, claiming that it doesn’t have a big enough install base to justify the extra effort to get an app working. As a workaround, users could open those apps on their best Macs and project them to the headset. However, this slow start has negatively affected the headset and, even now, some app creators are slow to adopt it. The launch of a more budget headset could help sales but users need a reason to stick around after the initial awe of seeing its rather impressive screen and processing power.

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James Bentley
James Bentley

James is a staff writer and general Jack of all trades at iMore. With news, features, reviews, and guides under his belt, he has always liked Apple for its unique branding and distinctive style. Originally buying a Macbook for music and video production, he has since gone on to join the Apple ecosystem with as many devices as he can fit on his person. 

With a degree in Law and Media and being a little too young to move onto the next step of his law career, James started writing from his bedroom about games, movies, tech, and anything else he could think of. Within months, this turned into a fully-fledged career as a freelance journalist. Before joining iMore, he was a staff writer at Gfinity and saw himself published at sites like TechRadar, NME, and Eurogamer. 

As his extensive portfolio implies, James was predominantly a games journalist before joining iMore and brings with him a unique perspective on Apple itself. When not working, he is trying to catch up with the movies and albums of the year, as well as finally finishing the Yakuza series. If you like Midwest emo music or pretentious indie games that will make you cry, he’ll talk your ear off.

12 Comments Comment from the forums
  • FFR
    Source: Bloom berg .
    Reply
  • Ledsteplin
    FFR said:
    Source: Bloom berg .

    They're just reporting what the marketing and research firm has said. Everyone from Business Insider to The Verge is reporting the same thing.
    Reply
  • FFR
    Ledsteplin said:
    They're just reporting what the marketing and research firm has said. Everyone from Business Insider to The Verge is reporting the same thing.

    Actually no, bloom berg is known to make stuff up especially about apple, all the time.

    Like the time they alleged apple had been hacked by the Chinese govt. . bloom berg alleged that the Chinese govt had infiltrated Apple and installed secret backdoor chips.
    Business insider is actually owned by a German tabloid company. I wouldn’t call them accurate.
    Reply
  • Ledsteplin
    FFR said:
    Actually no, bloom berg is known to make stuff up especially about apple, all the time.
    Like the time they alleged apple had been hacked by the Chinese govt. . bloom berg alleged that the Chinese govt had infiltrated Apple and installed secret backdoor chips.
    Business insider is actually owned by a German tabloid company. I wouldn’t call them accurate.
    There were actually quite a number of sites reporting this same thing.
    Reply
  • FFR
    Ledsteplin said:
    There were actually quite a number of sites reporting this same thing.

    You mean a number of sites were citing Bloom berg.
    Bloomberg claimed in q1 24 that iPhones were in decline in China and everyone repeated it, only to be debunked during Apples quarterly earnings where it was disclosed iPhone had increased market share in China.

    God bless Bloom berg, they aren’t accurate. but they managed to push the stock down during q1, bought the dip, and it’s back up now over 230.
    Hope their next story pushes Appl below 165.
    Reply
  • Ledsteplin
    FFR said:
    You mean a number of sites were citing Bloom berg.
    Bloomberg claimed in q1 24 that iPhones were in decline in China and everyone repeated it, only to be debunked during Apples quarterly earnings where it was disclosed iPhone had increased market share in China.
    God bless Bloom berg, they aren’t accurate. but they managed to push the stock down during q1, bought the dip, and it’s back up now over 230.
    Hope their next story pushes Appl below 165.
    No. IDC, the marketing and research firm. That's who they're all citing.
    Reply
  • FFR
    Ledsteplin said:
    No. IDC, the marketing and research firm. That's who they're all citing.

    Idc, Gartner, strategy analytics, counterpoint research all track sales from retail and carrier channels only. They do not get any data from Apple Store sales. That’s the reason they underreport iPhone, iPad, Mac marketshare every quarter and have to “adjust” their figures after apples quarterly report. It’s also why Apples marketshare figures are not homogenous across the different firms reports.

    Apple Vision Pro is only sold in Apple stores, they can only make up AVP numbers at this point.
    Reply
  • Lee_Bo
    Vision Pro will be lucky to hit half a million sales this year, according to industry tracker

    Because the device stinks?
    Reply
  • FFR
    Lee_Bo said:
    Because the device stinks?

    Apple Vision Pro actually smells great.

    Meta is absolutely terrified as meta already cancelled their Apple Vision Pro competitor.

    To be specific lg cancelled their partnership with meta after having secured a couple avp units.
    Samsung has already delayed their clone twice, and are frantically trying to reverse engineer one. This is not a joke they actually admitted it.







    Reply
  • FFR
    For context: meta sold about 25,000 units of their $1,500 meta quest pro globally at launch making about 37 million dollars in revenue, Apple sold 200,000 $3,500-$4,000 Apple Vision Pros at launch in only one market making about 700 million- 800 million dollars. Not accounting for Apple care or accessories.

    Rumors out of China and Japan claim Apple Vision Pro is selling very well in Asian markets and Europe is picking up steam.
    Reply