It was a classic American game show moment turned cringe-worthy tech exposé. On the May 12 episode of The Price Is Right, contestants were tasked with guessing the cost of Apple’s ultra-premium Vision Pro headset. Seemingly confident, they threw out figures topping out at $1,270—only to learn moments later that the actual retail price is a staggering $3,499.
The audience reaction was priceless: laughter mingled with genuine shock as the host revealed the truth. What should have been a routine price-guessing challenge instead illuminated a gaping disconnect between Apple’s pricing strategy and mainstream consumer expectations. And, of course, social media promptly exploded.
Why the Vision Pro Fell Short
The Golden Hopes
When Apple first unveiled the Vision Pro, it billed the mixed-reality headset as a revolutionary gadget poised to redefine how we work, play, and connect. Equipped with dual 4K displays, eye-tracking cameras, and spatial audio, the device looked like something out of a sci-fi flick. Early demos dazzled tech journalists and investors alike—this was Apple’s next big frontier.
But all that glitters isn’t gold. The lofty aspirations came with a matching price tag: €3,999 in France and $3,499 in the U.S. No installment plan or finance deal could soften that blow. While Apple predicted brisk sales into the millions, actual unit numbers lagged far behind. It soon became clear that a hefty chunk of potential buyers simply couldn’t justify the cost for what was, in many respects, still a niche gadget.
Cold Hard Sales Numbers
Sales figures trickled in, painting a sobering picture. Rather than the targeted millions, Apple managed to shift only a few hundred thousand headsets. Production adjustments followed: by November, manufacturing output was reportedly cut in half, with Luxshare—a Chinese assembler—scaling down from several thousand to about 1,000 units per day. Rumors even swirled that production has since ground to a halt.
Analysts pointed out that these numbers represent roughly one-sixteenth of Apple’s original forecasts. In a company accustomed to blockbuster product launches, these results qualified as a bona fide flop. Yet, despite the underwhelming reception, Apple continues to insist that the Vision Pro roadmap is just getting started.
Apple’s Next Move: The Budget Vision Pro
Trimming the Fat
Faced with an expensive misfire, Apple is reportedly eyeing a more affordable variant of the Vision Pro. According to credible sources and industry insiders, the tech giant may introduce a stripped-down model priced around $2,000—nearly half the current cost. To hit that target, Apple plans to ditch some premium components, opting for a less powerful processor and cheaper materials.
Perhaps the most noticeable omission would be EyeSight, a charming feature that uses external displays to show other people your eyes while you’re immersed in mixed reality. While cool, it’s not exactly a deal-breaker for hardcore AR enthusiasts. With these cutbacks, Apple hopes to bridge the gap between early adopters and a broader audience—without entirely sacrificing the headset’s immersive wow factor.
Still a Niche Dream?
Even with a $2,000 price point, projections remain modest. Apple expects to double sales compared to the original Vision Pro—but remember, doubling a small number still yields a small result. In industry terms, the headset would remain a boutique device catering to professionals, developers, and luxury tech fans rather than a mass-market winner.
Of course, Apple thrives on innovation and controlled rollouts. The company has proved time and again that early hiccups don’t necessarily spell doom. As rumors swirl about future Vision Pro generations—possibly sporting Apple’s next-gen M5 chip and improved tracking—enthusiasts will keep a close eye on Cupertino’s next move. Whether a cheaper model can truly shake up the market or simply extend the niche appeal remains to be seen.
