Apple’s Vision Pro Faces Struggles Amid Lack of Content and High Price
Apple’s mixed reality (MR) headset, Vision Pro, launched earlier this year, is reportedly facing challenges in the market due to a lack of compelling content, including the absence of a ‘killer app.’
# Dwindling App Releases
The Wall Street Journal, citing data from app analytics firm Appfigures, reported on the 13th that the number of applications (apps) released for the Vision Pro on the Vision App Store has been declining each month. In September, only ten new apps were launched. Monthly app releases plunged from 276 in January and 300 in February to just 89 in March, continuing a downward trend that saw only 17 new apps in August.
As of last month, there were approximately 1,770 Vision Pro-compatible apps on the App Store. However, only 34% of these apps were specifically designed for the Vision Pro, with the remainder being existing apps adapted with Vision Pro functionalities, according to Appfigures.
# Comparison with Other Apple Devices
The delay in building the Vision Pro ecosystem is noticeable when compared to the iPhone or Apple Watch. Around 50,000 iPhone apps emerged within the first six months of the App Store’s launch, and about 10,000 Apple Watch apps appeared in the five months following its release.
For software developers, the lack of enthusiasm in creating Vision Pro-specific apps is seen as a significant hindrance to the device’s progress. Vision Pro’s high price and the technical challenge of developing apps for it, particularly those requiring hand and eye tracking without any physical controllers, pose additional barriers, especially for gaming companies.
One virtual reality (VR) game company insider noted, “We are not in a rush,” indicating that the firm is waiting for better performance metrics and the launch of next-generation devices.
# Market and Sales Impact
The absence of captivating apps to attract users is hurting new sales and may encourage current owners to sell their devices in the secondary market. While Apple has not disclosed Vision Pro’s sales figures, renowned Apple analyst Ming-Chi Kuo has revised his shipment forecast for the first year from 700,000-800,000 units down to 400,000-450,000 units.
According to market research firm Counterpoint Research, Vision Pro sales in the second quarter plummeted 80% compared to the previous quarter, with many early purchasers returning their devices within the two-week refund period. Prices for used Vision Pro units have also been falling. For example, a model initially retailed at $3,499 saw its average second-hand price drop from $2,710 in August to $2,494 last month.
# Lower-Priced Model Expectations
Besides content scarcity, Vision Pro’s high price is also a significant barrier. However, there are speculations that Apple may introduce a lower-cost model as early as next year. Bloomberg reported that a budget version of Vision Pro, expected to be released next year, could be priced around $2,000.
bscha@yna.co.kr
