Is Apple Vision Pro a Fail Product? Apple or Meta?

Launch and Initial Hype

Apple made a bold move in February with the launch of its new AR/VR headset, the Apple Vision Pro. This marked the tech giant's venture into a new product category, sparking significant excitement across social media platforms and tech circles.

Tech reviewers praised its futuristic capabilities, touting it as a glimpse into the future of home computing. Memes about the Apple Vision Pro flooded the internet, with anecdotes like the groom wearing it at his wedding adding to the buzz.

Initial expectations were high, with Apple projecting sales of up to 800,000 units for the year.

Current Status: Declining Sales and Fading Interest

However, just a few months after its much-celebrated launch, the enthusiasm surrounding the Apple Vision Pro has noticeably waned.

Sales figures have fallen far short of expectations, with Apple revising its shipment forecasts down to 400,000 to 450,000 units for 2024, a significant reduction from the initial projections.

Reports suggest that some Apple stores are struggling to sell even a handful of units in a week, a stark contrast to the crowds that once clamoured for demos.

Interest in the device has plummeted, evident from declining demand for demos and fewer social media mentions.

Factors Contributing to Decline and Public Response

Several factors likely contributed to the Apple Vision Pro's downturn. Its steep starting price of $3,499 limited its appeal to a niche market, deterring many potential consumers.

Additionally, criticisms regarding discomfort, limited battery life, and the lack of a native Netflix app surfaced, dampening user experience.

Forums and social media platforms are rife with complaints about the headset's impracticality in daily life, discomfort during prolonged use, and a sparse app store.

Many users admit to rarely wearing it outside their homes, citing its isolating nature.

Just three months after their launch, Apple Vision Pro headsets are already seen being sold at half price on eBay.

Apple's Expansion of Vision Pro to International Markets

Apple is gearing up to introduce its flagship mixed-reality headset, the Vision Pro, to markets beyond the United States, signalling a pivotal moment in its global strategy for the $3,499 device.

The company has initiated comprehensive training sessions for hundreds of employees from its international stores, flown to Cupertino, California, to master the intricacies of demonstrating the device to potential customers.

These training sessions, spanning up to four days, commenced recently, aiming to equip staff with the necessary knowledge and skills to showcase the Vision Pro effectively.

Broader Market Appeal and Strategy

The Vision Pro, hailed as Apple's most significant product launch in years and championed by CEO Tim Cook as the dawn of spatial computing, seeks to transcend its niche status by venturing into new territories.

Despite its initial surge of interest in the US, the device has encountered challenges sustaining demand, with some retail outlets now selling only a handful of units per week.

However, Apple remains optimistic about its prospects abroad, planning to introduce the Vision Pro to international markets post its Worldwide Developers Conference.

While the exact locations for the launch remain undisclosed, training sessions encompass regions such as Germany, France, Australia, Japan, South Korea, Singapore, and China, hinting at the device's imminent availability in these areas.

Strategic Initiatives and Challenges

To counteract waning interest and bolster sales, Apple has intensified its promotional efforts, leveraging its website to showcase the Vision Pro prominently and conducting post-demo inquiries to discern customer hesitations.

The company's endeavour to invigorate demand coincides with the retirement of the Vision Pro's marketing chief and a reported decline in sales within its wearables, home, and accessories business unit.

Despite the promising prospects in markets like China and Japan, driven by strong consumer interest in virtual reality, the Vision Pro's premium price tag remains a formidable barrier to widespread adoption, exceeding triple the cost of an iPhone 15 Pro.

Apple Vision Pro Receives Chinese 3C Certification

Apple's flagship mixed-reality headset, the Vision Pro, has achieved a significant milestone as it prepares to enter the lucrative Chinese mainland market by obtaining official approval from China Compulsory Certification (3C).

The certification, issued on 13 May 2024, with validity extending until 12 May 2029, paves the way for the device's sale in China.

Despite its $3,499 price tag in the US market, equivalent to 25,325 yuan, Apple has yet to disclose the localized pricing and name for the Vision Pro in China.

Notably, the trademark for "Vision Pro" in China is owned by Huawei, adding an intriguing dynamic to Apple's entry into the market.

Impact on Apple's Market Presence and Brand Influence

The entry of Apple's Vision Pro into the Chinese market is poised to bolster the company's global market share and brand influence in China, amid concerns over decreasing consumer confidence.

Apple's recent fiscal second-quarter earnings report, indicating a 4% decline in overall sales and a 10% decrease in iPhone sales year-on-year, highlights the importance of diversifying its product offerings and expanding into emerging markets.

The Vision Pro's arrival in China not only signals Apple's commitment to innovation and market expansion but also underscores its strategic efforts to navigate and thrive in the ever-evolving landscape of the global technology industry.

A Lifesaving Companion

Shared on the Apple Vision Pro Facebook page, Anthony Vella's harrowing paramotoring accident turned into a tale of resilience and innovation as he found solace and strength in the Apple Vision Pro during his hospitalisation and recovery journey.

Anthony Vella using the Apple Vision Pro.

Despite suffering from life-threatening injuries, including a fractured neck, Vella praised the device for significantly improving his quality of life, enabling him to navigate the Vision Pro OS effortlessly and stay connected with loved ones through texting and FaceTime calls.

With precise eye tracking technology and an intuitive interface, the Vision Pro provided essential accessibility features that eased his recovery process, showcasing the transformative power of XR technology in healthcare settings.

Meta's Collaboration with Lufthansa for VR Entertainment

As Apple faces mixed reactions since the launch of their new VR headset, German airline Lufthansa has forged a partnership with Meta, the parent company of Facebook, to introduce Meta Quest 3 mixed reality headsets to its business class passengers flying in the newly launched Allegris onboard product.

Through a pilot program, select Lufthansa business class customers will have access to Quest 3 headsets during certain flights, provided by the cabin crew.

These complimentary devices will come pre-loaded with a diverse range of custom content, tailored for use in-flight with features like Travel Mode. The content offerings include movies, podcasts, TV shows, travel guides, wellness advice, and games, aiming to enhance the in-flight entertainment experience.

Passengers can expect immersive cinema experiences, spatial videos from prominent travel podcasters, virtual sightseeing previews, interactive games like Connect Four and Chess, as well as relaxation options such as meditation exercises.

The rollout of these new VR headsets is slated for the summer of 2024 and will feature on Lufthansa's Airbus A350-900 aircraft, equipped with the Allegris business class product.

Meta's Quest 3 headset, touted as the world's first mass-market mixed reality headset, promises improvements in image resolution and audio range compared to its predecessor, Quest 2. Additionally, passengers with their own Meta Quest 2 or Quest 3 headsets can also utilise them onboard Lufthansa flights after selecting Travel Mode.

Meta's Collaboration with Tencent for Cheaper Quest 3 in China

Reports from The Information indicate that Meta and Tencent are collaborating to introduce the cheaper version of Quest 3, potentially named Quest 3 Lite or Quest 3S, to the Chinese market by the fourth quarter of this year.

Despite temporary setbacks in January, the partnership aims to leverage Tencent's market expertise for sales, support, and localisation, while Meta focuses on device revenue and content collaboration.

This move intensifies competition with ByteDance's Pico and provides a more budget-friendly alternative to Apple Vision Pro in the Chinese VR market.

Meta's Decision to Discontinue Workplace App

Meta has announced the discontinuation of its work-focused Workplace app as the company shifts its focus towards building artificial intelligence and metaverse technologies.

The Workplace app, which was introduced for businesses in 2016, will be shuttered for customers starting June 2026, while users will still have access to the product until August 2025.

Meta will continue to utilise Workplace as its internal messaging board. In the transition period, Workplace customers will have the option to migrate to Zoom's Workvivo product, designated as Meta's preferred migration partner.

This decision reflects Meta's strategic emphasis on investing in AI products and metaverse technologies, which the company believes will revolutionise the future of work.

The move also aligns with Meta's efforts to streamline its operations and focus on high-growth areas.

Despite the discontinuation of Workplace, billing and payment arrangements for customers will remain unchanged until August 2022.

Currently, Workplace offers a monthly core plan priced at $4 per user, with additional add-ons available starting from $2 per user each month.

Apple Vision Pro a Fail Product?

The tepid reception of the Apple Vision Pro certainly raises questions about its success in the market.

Despite initial hype, dwindling sales and user complaints hint at a product struggling to find its footing.

However, labelling it a "fail" disregards its potential as a pioneering step in augmented reality.

Apple's history shows a capacity for iteration and adaptation, suggesting that the Vision Pro may yet evolve into something transformative.

Between Apple and Meta

In the battle between Apple and Meta, the Vision Pro's challenges reflect the complexities of innovation.

Apple's premium approach often sets a high bar for entry, while Meta's quest for accessibility risks diluting quality.

The real winner may be the one who strikes the delicate balance between innovation and usability, reshaping industries while meeting the diverse needs of consumers.

As these tech giants continue to push boundaries, the ultimate victor will be determined not just by product prowess, but by their ability to navigate the ever-changing landscape of consumer desires and technological capabilities.