Constellation Research has announced its 2024 Enterprise Awards and named the Apple Vision Pro the “Biggest Tech Flop of the Year.” They’re wrong.
Here’s what Constellation Research has to say about the Vision Pro: This late arrival to the already-failed Metaverse market was not only overweight (at more than 20 ounces), and overpriced (at $3,499), it suffered from a short battery life (of only 2 hours) and a paltry selection of augmented reality and mixed reality content. Reports are that Apple will end production of the device in 2024 because it can’t unload the 500,000 to 600,000 units already produced. The simple truth is that the metaverse has failed to gain mass adoption because the vast majority of people don’t want to cut themselves off from reality and other people — all while looking like a dork with a contraption on their heads. If you really want to escape into the Metaverse, you can buy Meta’s MetaQuest 3S for just $299. The Apple Vision Pro is a repeat performance for Apple, having arrived late to the smart speaker category in 2017 with its overpriced Apple HomePod — although at least that product is still selling to Apple fans.
It’s true that Apple didn’t properly position the spatial computer when it debuted. The $3,499 Vision Pro was never going to sell millions of units as iPhones, iPads, and Macs do. Apple CEO Tim Cook finally admitted that it’s not a mass-market products in October 2021.
“At $3,500, it’s not a mass-market product,” he told The Wall Street Journal. “Right now, it’s an early-adopter product. People who want to have tomorrow’s technology today—that’s who it’s for. Fortunately, there’s enough people who are in that camp that it’s exciting.”
Cook said that Apple isn’t about being the first at something, but being the best.
“As it turns out, it takes a while to get it really great. It takes a lot of iteration,” he explained. “It takes worrying about every detail. Sometimes, it takes a little longer to do that. We would rather come out with that kind of product and that kind of contribution to people versus running to get something out first. If we can do both, that’s fantastic. But if we can only do one, there’s no doubt around here. If you talk to 100 people, 100 of them would tell you: It’s about being the best.”
This is the approach Apple should have taken from the start. However, it is undisputedly (in my option), the best augmented reality/virtual reality device out there. And Forbes says the spatial computer is a “new canvas for software developers to paint on and make it more useful for business, education, gaming, sports, entertainment, and, over time, for mainstream consumers.”
Apple is making inroads into the business and tech world with the Vision Pro as shown by announcements from companies such as Synchron, Kandji, the NBA, Laura Mercier, the GeForce cloud gaming platform, and others. Also, the Vision Pro was named a 2024 “Innovation of the Year” by Popular Science.
What’s more, considering that its uber-expensive, the Vision Pro has had decent sales. By the end of 2024, estimates range from 370,000 to 500,000 in sales. Hopefully, that’s enough to keep Apple investing in the spatial computer and its follow-up devices.
By the way, Constellation Research said that, in 2017, the original HomePod was also a “tech flop.” That’s debatable, but, even if it were true, the HomePod bounced back, apparently is selling well, and has even see “mini” follow-ups. I expect the same trajectory for the Apple Vision Pro.
I hope you’ll help support Apple World Today by becoming a patron. Patreon pricing ranges from $2 to $10 a month. Thanks in advance for your support.
