Some tech enthusiasts are already losing interest in Apple’s Vision Pro. a few months after the arrival of the futuristic helmet on the market.
The long-awaited virtual reality device sparked long lines at Apple stores and an initial surge in sales in February, but initial buzz around the accessory quickly died down, Bloomberg’s Mark Gurman reported Sunday.
This is bad news for Apple, which spent eight years and billions of dollars creating the Vision Pro. The device carries a hefty $3,500 price tag, making it a certified specialty item and keeping it out of reach for many typical Apple customers.
According to Gurman, the Vision Pro is unlikely to make any real money for the company in the coming years. And the number of people seeking demos for the device has declined since February, according to Gurman.
Apple did not immediately respond to a request for comment from Business Insider.
The device alone sold 180,000 units during a pre-order weekend in January.
Apple has apparently responded to the growing disinterest by ramping up marketing around the device, as evidenced by the Vision Pro’s prominent placement on the company’s website.
Reddit forums dedicated to the device include frustrated users complaining that the device is impractical for everyday life and uncomfortable to wear. The Vision Pro requires its wearer to connect a battery, start the device, and move through its interface each time it is used.
In the past, virtual reality devices have faced similar challenges maintaining shoppers’ interest and engagement once the novelty wears off, Gurman said.
Business Insider’s Jordan Hart predicted some of these problems in February, writing that she was running out of reasons to wear the Vision Pro after just a week. Gurman shares a similar sentiment, saying he no longer regularly wears it just once or twice a week because it’s “too bulky to use daily.”
The reported decline in interest in Apple’s shiniest new toy comes as the company juggles a host of other setbacks and difficulties, including faltering revenue streams and regulatory skepticism.
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