Apple Vision Pro Won’t Reach Sales of 500,000 Units in Its First Year, Set to Experience 75% Sales Drop in Q3

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As the $3,500 mixed reality rig gets ready to debut in Europe on Friday, IDC does say that a lower priced version, as well as more content, could spark demand

Apple Vision Pro
(Image credit: Photo by Justin Sullivan/Getty Images)

Sales of Apple’s pricey Vision Pro won’t reach 500,000 in its first year and will likely finish the ongoing third quarter with a 75% sequential drop, according to market intelligence firm IDC. 

Also read: While More Than Half of Americans Are Interested in Apple’s $3,500 Vision Pro, 76% Say They Have No Intention of Buying One

IDC also said that the mixed reality rig has yet to reach 100,000 unit sales in a quarter. 

The Apple Vision Pro debuted in the U.S. back on February 2 with a $3,500 price tag and an aggressive TV marketing campaign that ran in heavy rotation during the NFL postseason. 

The Apple Vision Pro is set to debut Friday (July 12) in the United Kingdom, Canada, Australia, France and Germany. But domestically, it has struggled to seed demand, even with Apple structuring a zero-interest payment plan for consumers. 

IDC believes a more affordable version of the Apple Vision Pro — due out next year, reportedly with a price tag that’s half that of the current version — could spark sales. 

But a lack of available content might be limiting demand as much as the price point. 

“The Vision Pro’s success, regardless of its price, will ultimately depend on the available content,” said Francisco Jeronimo, VP at IDC, in a statement. “As Apple expands the product to international markets, it’s crucial that local content is also made available.”

Daniel Frankel
Daniel Frankel

Daniel Frankel is the managing editor of Next TV, an internet publishing vertical focused on the business of video streaming. A Los Angeles-based writer and editor who has covered the media and technology industries for more than two decades, Daniel has worked on staff for publications including E! Online, Electronic Media, Mediaweek, Variety, paidContent and GigaOm. You can start living a healthier life with greater wealth and prosperity by following Daniel on Twitter today!