Apple has made a striking entrance into the augmented reality (AR) headset market with its Vision Pro, reportedly selling at least 200,000 units within the first 10 days of taking pre-orders. This impressive figure comes from a source close to the situation, as noted by MacRumors. Officially launching on Friday, January 19, the Vision Pro is priced at $3,500, setting it apart as the priciest consumer AR/VR headset on the market. In comparison, the top model from Meta, known as the Quest Pro, retails for around $1,000.
As the leader in the AR/VR space, Meta commands a considerable market share of 55.2%, according to IDC research. The Quest series, which offers more affordable options starting at $250, has already established a strong footing. Despite the Vision Pro's early sales success, questions are being raised about its high price point and the potential impact on consumer demand. The Vision Pro comes in various configurations: the 256 GB model priced at $3,500, the 512 GB variant at $3,700, and the 1 TB version at $3,900.
Looking ahead, IDC forecasts a significant 46.4% increase in AR/VR headset shipments in 2024, indicating that while the Vision Pro may generate considerable interest, it is expected to ship fewer than 200,000 units this year. In stark contrast, Meta has reportedly shipped ten times the number of Apple’s expected sales in the first three quarters of 2023, even before the anticipated launch of the Meta Quest 3. This trend suggests that Meta may continue to dominate the market.
Industry analyst Jitesh Ubrani from IDC notes that the high price tag of the Vision Pro may limit its appeal primarily to businesses, while the more accessible Quest 3 models are stretching the budgets of consumers, positioning VR as a luxury experience. The shift in focus towards high-end products comes as production of older, budget-friendly models declines.
Ming-Chi Kuo, a respected analyst at TF International Securities, estimates that 160,000 to 180,000 Vision Pro units were sold during the initial pre-order weekend, with predictions of total sales reaching 500,000 units by the end of 2024. In contrast, brokerage firm Wedbush is projecting sales could reach up to 600,000 units for the same period. On the more optimistic side, long-time Apple analyst Gene Munster, now managing partner at Deepwater Asset Management, believes that Apple could sell as many as one million Vision Pro headsets in 2024, citing its technological superiority over competing models like the Meta Quest.
As reviews for the Vision Pro roll in, critics generally praise the device’s cutting-edge technology, but they also highlight areas needing improvement to enhance practicality and broad appeal. The Wall Street Journal described it as "the best headset yet, just a glimpse of the future," while CNBC heralded it as "the future of computing and entertainment." Meanwhile, The Washington Post offered a mixed review, calling it "the best high-definition TV set you can imagine" while also noting its limitations as a "defective, $3,500 computer you wear on your face."
The landscape of AR/VR technology is rapidly evolving, and as competitive dynamics shift, Apple’s Vision Pro might just be the catalyst that redefines consumer expectations and market standards.
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