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Apple's first mixed-reality headset, Vision Pro, is a high-end device that combines high-definition display, eye tracking, gesture recognition, and spatial audio to provide users with an immersive experience like never before. However, the $2,999 Vision Pro faced serious challenges from third-party apps and lack of developer support during the presale phase.
Apple's first mixed-reality headset, Vision Pro, showed strong market demand in the pre-sale stage, and the pre-sale was sold out immediately, which is in line with the prediction of Ming-Chi Kuo, an analyst at Tianfeng International Securities. However, Kuo pointed out in his analysis that although the pre-orders in the first weekend were in line with expectations, the hidden worries behind them are gradually emerging.
Based on pre-order stock levels and shipping times, Kuo estimates that Apple should be able to sell between 160,000 and 180,000 units in the first weekend after opening pre-orders for the Vision Pro. As he had predicted, the Vision Pro sold out quickly as soon as pre-orders opened, with the shipping time for each model generally extended to 5 to 7 weeks within a few hours of pre-ordering.
Despite the positive initial momentum for pre-orders, Kuo highlighted a key pitfall: 48 hours after pre-orders opened, the shipping time did not continue to extend, which means that market demand could cool down quickly after orders placed by core fans and heavy users. In contrast, the shipment time of the popular new iPhone devices usually increases within 24 to 48 hours after pre-ordering, indicating that the demand for orders is still rising.
In response to media reports that assembler Luxshare will work overtime during the Lunar New Year to cope with the strong demand for Vision Pro, Ming-Chi Kuo clarified that there is still room for improvement in the production efficiency of Vision Pro, and Luxshare has been working overtime to offset the impact of production efficiency on shipments since the start of mass production.
Although Kuo expects the Vision Pro to ship 500,000 units this year, he warns that market demand will decline rapidly after pre-orders are sold out, and it will be necessary to pay close attention to other market demand and the impact of application updates on demand changes. He further noted that given Apple's huge base of more than 1.2 billion active users, even if only about 0.007% of users choose to buy the Vision Pro, it can make it sell out in the pre-order phase. Therefore, at this stage, the Vision Pro is still a very niche and highly targeted product.
In addition, Bloomberg reported that major streaming platforms such as Netflix, YouTube, Spotify, and tech giants such as Google and Meta have no plans to develop a dedicated app for the Vision Pro or make the iPad app compatible with the device. This means that users may not be able to enjoy these popular services on the Vision Pro, which undoubtedly weakens its market competitiveness and attractiveness.
So, why is Vision Pro in such a difficult situation? The main reasons include:
1. High development costs but uncertain market returns. As a new mixed reality platform, Vision Pro requires developers to invest a lot of effort in adaptation research and development. However, with only 300,000 to 400,000 units expected to be sold this year, it is unlikely to constitute an adequate investment incentive for developers, especially given Apple's commission on paid apps.
2. The timing of the release is delicate, at a time when Apple's relationship with developers is strained. In recent years, the App Store policy has been repeatedly questioned by developers, especially the recent new policy that allows developers to process external payments but still pay a 27% commission, which has sparked a backlash. Some developers are dissatisfied with Apple's profit cut on the App Store and believe that the success of the Vision Pro depends on the support of new apps, so they choose not to contribute to the promotion of Apple's new products.
3. Vision Pro's unique interaction mode increases the difficulty of adaptation. Designs that rely on eye tracking and gesture actions aren't exactly suitable for all games and applications, especially those that use dedicated VR controllers. Although the Vision Pro supports PlayStation and Xbox controllers, this is not acceptable for developers who are used to customizing VR controllers. In addition, when traditional touchscreen applications are ported to Vision Pro, the experience is often abrupt and unpredictable.
4. Uncertainty about the Vision Pro's future has led to a damper on developer confidence. Apple's TV, Watch, and iMessage app store ecosystems have not been thriving, with many well-known apps such as Twitter, Uber, Slack, and Facebook pulling out to focus on iOS and iPadOS. This has left developers questioning whether the Vision Pro can replicate the success of the iPhone and iPad, and concerns that Apple will not support and update it enough.
Despite the odds, there is hope for the Vision Pro. Apple has a huge user base and brand influence, and as long as a small number of users are willing to try, it can activate market demand. Apple is also well prepared for this, claiming that the Vision Pro will have more than 1 million available apps in the initial market, including software from companies such as Disney, TikTok, Amazon, and Paramount. At the same time, Apple stores have set up a special try-on area to simulate the real environment for users to deeply experience the charm of Vision Pro.
Notably, companies like Slack, Microsoft, Zoom, and Box have already announced that they will launch apps for Vision Pro, sending a positive signal to this emerging platform. Overall, the Vision Pro is a bold exploration and a key test for Apple in the field of mixed reality, and its success depends largely on the support and participation of third-party app developers. Although there are many uncertainties and challenges, only time will tell whether the Vision Pro will be able to reproduce the success story of the iPhone and iPad.
What are the other risks to consider when buying a Vision Pro? Finally, let's take a look at the official answer.
Can I wear glasses while using my Apple Vision Pro?
No. The Apple Vision Pro is specifically designed to be used without glasses. To correct your vision by wearing glasses, you may need to buy ZEISS optical inserts. They can be magnetically attached to the Apple Vision Pro to provide precise vision correction for users who need glasses or specific contact lenses.
How do I know if I need ZEISS optical inserts?
When you order an Apple Vision Pro, we'll ask you a series of questions about your vision. Your answer will determine whether you need an optical insert or not. In general, if you don't have any vision correction problems, you probably don't need ZEISS optical inserts. If you're wearing soft contact lenses to correct farsightedness, you probably don't need it either, as Apple vision Pro works well with most soft contact lenses.
Can I add an optical insert after purchasing an Apple Vision Pro?
For the best Apple Vision Pro experience, it is important to answer all vision questions correctly and to add optical inserts (if recommended) to your Apple Vision Pro order. This will ensure that the Light Seal you get is compatible with your optical inserts.
If you buy additional optical inserts later, you may need to purchase a new Light Seal.
How do I provide my prescription if I need ZEISS optical inserts?
Once we have determined that you need ZEISS optical inserts, you can complete your purchase and upload your optometry prescription to ZEISS. If you need more time, we'll send you a relevant email so you can upload your own optometry prescription later.
Can I share Apple Vision Pro with other people?
OK. For the best Apple Vision Pro experience, users may need a different size headband or Light Seal.
What kind of experience will it be for a U.S. customer traveling to a foreign country?
The Apple Vision Pro is great for travel, and the experience will be consistent when U.S. customers travel abroad. This means that all of their apps and content will still be accessible while traveling, so you can continue to use the apps and enjoy music, TV, and movies.
On board, customers can turn on Travel Mode to ensure that the Apple Vision Pro adapts to the unique sport patterns of commercial air travel and gives you the best experience. You can call Environment, put on your AirPods Pro (2nd generation), and sit back and enjoy a movie.
Can I buy an Apple Vision Pro in the US and bring it back to my country?
The Apple Vision Pro is only sold in the United States and is designed for American customers. We look forward to rolling the Apple Vision Pro to more countries and regions later this year."
If an overseas customer buys an Apple Vision Pro in the U.S. and then tries to use it abroad, how does their experience differ from that of a U.S. customer?
The Apple Vision Pro only supports English (US) in terms of language and typing, and only English in Siri and dictation.
The App Store requires an Apple ID with a region set to the United States
Apple Music and TV app purchases require an Apple ID with a region set to the United States
For customers with vision correction needs, ZEISS will only accept prescriptions from ophthalmology practitioners in the United States, while the relevant custom-made optical inserts will only be shipped to the United States.
Consumers may not be able to access certain applications, features, or content due to licensing or other restrictions in certain countries or regions.
Non-US regions are not officially supported by Apple
Are ZEISS optical inserts reimbursable in the US Flexible Spending Account (FSA) or Health Savings Account (HSA)?
ZEISS optical inserts can be reimbursed under the FSA or HSA. Please check with your FSA/HSA Program Administrator for details.
Are ZEISS optical inserts covered by insurance?
Reimbursement may be permitted by certain vision insurance providers. Check with your vision insurance company for details.