Recently, well-known Apple analyst Ming-Chi Kuo released a report saying that the demand for Apple's high-end headset Vision Pro in the U.S. market has slowed down significantly. Although the product was sold out for a time when it opened for pre-order, demand has declined rapidly and has not improved since. Kuo also pointed out that the Vision Pro's return rate is less than 1%, and most of the returns are due to users not knowing how to set up the device.
According to the data provided by Tianyancha, Apple has been winning the market with its innovative product design and excellent user experience around the world. However, Vision Pro, Apple's major foray into augmented reality (AR), does not seem to have been able to generate the expected enthusiastic response in the market.
Since its release last year, Vision Pro has been in the spotlight. It integrates cutting-edge technologies such as advanced display systems, spatial audio, and eye tracking to deliver immersive virtual experiences. However, the high cost of AR technology and the market's acceptance of AR technology may be a major obstacle to its sales.
Ming-Chi Kuo also mentioned in the report that although the return rate of Vision Pro is not abnormal, about 20-30% of returns are due to users who do not know how to set up the device. This data reflects that while Vision Pro is innovative at the technical level, there is still room for improvement in terms of user experience and the education market.
In addition, Ming-Chi Kuo also said that the new model with significantly changed specifications of the Vision Pro may not be mass-produced until 2027. This means that Apple's layout in the AR field may be a long-term process, requiring continuous technological iteration and market cultivation.
The report also pointed out that although several of the original small production capacity of the first * This means that despite Apple's efforts in the ** chain, the sluggish market demand may still have an impact on the production and sales of this product.
Ming-Chi Kuo also mentioned in the report that Apple has officially opened the **Vision Pro project, which is expected to be mass-produced from the fourth quarter of 2025 to the first quarter of 2026. This shows Apple's long-term investment and confidence in the AR field. However, given the current market performance of the Vision Pro, it remains to be seen whether the ** product will be successful.
Data support: Tianyancha).
To sum up, the slowdown in demand for Apple's Vision Pro in the U.S. market may mean that it will take time for AR technology to become widespread in the consumer market. For Apple, how to improve user experience and reduce product costs while maintaining technological innovation will be the key to its future success in the AR field.