It seems Apple executives themselves do not believe in, or at least find any use for, their own premium MR (Mixed Reality) headset. Apparently, none of the company’s top brass uses the Apple Vision Pro, even if they used to in the past.
Apple Vision Pro collects dust on a shelf
A pristine Apple Vision Pro would be a rare sight even in the company's own executives' homes. | Image by PhoneArena
According to Apple insider Mark Gurman in his new podcast for Power On, his newsletter, none of the Apple executives use the Vision Pro headset at all. Gurman talked about how he often still used the headset but Apple’s own top brass has pretty much relegated their own units to the role of collecting dust every day.
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Why do you not use your Apple Vision Pro?
Apple only markets it for the medical field now
Gurman went on to talk about how Apple only really markets the Vision Pro for the medical field nowadays, where the headset can serve multiple very useful purposes during surgeries. This, according to Gurman, is because that’s the only use case left for the device that anyone still cares about.
My take on the Apple Vision Pro from this week's Power On podcast episode, including a direct response to those who disagreed with my take on the device. https://t.co/uJc8b7Wr1h
Gurman says that Apple has stopped marketing the Vision Pro as a device to watch movies on, play games on, or relive memories on with spatial photos because consumers just aren’t doing any of that.
A great opportunity wasted
I had such high hopes for the Vision Pro when it first came out. | Image by PhoneArena
The Vision Pro still has a very small dedicated user base but reasons to buy the headset in the current day are dwindling every day. The release of exclusive content has almost come to a complete halt, something people have most definitely noticed and complained about.
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A $3,499 buy just to be left with nothing two years down the line. | Image by Reddit
But, most importantly of all, Apple still refuses to bring down the price. The company also gave up on making a more affordable version of the Vision Pro in pursuit of smart glasses, which have been much more successful for rival manufacturers. People just aren’t ready to drop $3,499 on a product that they might never even use after a couple of months.
I had such high hopes for Apple’s headset
One of Apple's biggest mistakes was not suporting most VR games from the start. | Image by Apple
When Apple entered the XR (Extended Reality) market in February of 2024, I had such high hopes. The Vision Pro, in my honest opinion, really had the capability to completely revamp the market and drive consumer interest.
It didn’t, mainly because of the exorbitant price tag. And, instead of continuing to work on it and releasing something more sensible, Apple’s own executives quietly put it away. Even ex-CEO Tim Cook, who once said that he used the Vision Pro daily.
Abdullah loves smartphones, Virtual Reality, and audio gear. Though he covers a wide range of news his favorite is always when he gets to talk about the newest VR venture or when Apple sets the industry ablaze with another phenomenal release.
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