Apple Vision Pro Not Meant for the Masses, Tim Cook Admits Price Is Too High for Most Buyers

Tim Cook acknowledged that the Apple Vision Pro is not targeted at the masses due to its high price point. Despite poor sales, Apple is working on a cheaper model to be released in 2025, aiming to recapture market interest.

Apple Vision Pro Isn't for the Masses, Says Tim Cook

In an interview with Ben Cohen of The Wall Street Journal, Tim Cook discussed the Apple Vision Pro's low sales figures and stated that the product is not aimed at the general public. But it's for those who like to have "tomorrow's technology today," not yesterday.

There aren't enough people "in that camp" right now, according to Cook. Even among well-off consumers, the Apple Vision Pro was a dud, according to Cook, who failed to disclose the high return rate.

Massive R&D Investment Fails to Pay Off

Considering that Apple spent over a billion dollars on research and development for the Vision Pro, it's evident that the 'less than fantastic' sales haven't been enough to repay the tech giant's enormous investment.

In 2025, Apple plans to release a cheaper version of the Vision Pro to help accelerate the product's momentum and the category's maturation. Apple needs to make some adjustments in order to lower the component cost. Right now, it's a hefty $1,542 bill, mostly because of the two 4K micro-OLED panels.

Rumored Hardware Changes for Cheaper Model

According to rumors, the Cupertino firm allegedly received panel samples from Japan Display with a pixel density of 1,500PPI. This is lower than half of the 3,386PPI found in the Apple Vision Pro, which means the low-cost headset should be priced lower.

Per WCCFTECH, there are rumors that more downgrades are being considered, such as switching to a plastic build from an aluminum and glass one and employing an A-series processor instead of an M-series one.

Price Still High Despite Downgrades

Despite these reductions, the rumored retail price of the inexpensive Apple Vision Pro is approximately $2,000—a substantial amount when weighed against the many other products from the same brand that offer better value for the same price.