You continue to miss the point. There is no "They failed to find the right market." The AVP is nascent tech, nascent marketing, etc. The whole issue of precise, final product development and finding some "right market" is far in the future. The AVP is still at tech demo mode with lots of evolution yet to occur: evolution of tech, evolution of product(s), evolution of marketing, evolution of pricing, etc.
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Kinda doubt about Vision Pros' future.
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Ghost31
macrumors 68040
I mean…unless apple does zero market analysis, I’m pretty sure they knew it would sell in low volume and released it anyway. So i really doubt Tim Apple was sitting back all shocked that AVP didn’t sell in iPhone numbers and cry in his bed of money.
If a company thats worth 4 trillion dollars, thats also really picky about what they put out, release a new product line…chances are they have certain goals for it. And it might not just be sales numbers so much as building the foundation for a future mass market product and getting constant feedback. I suspect the device they are working towards is a much smaller and cheaper device but we just dont have the tech to do it yet. So…build the OS for it knowing its an early adopter product
If a company thats worth 4 trillion dollars, thats also really picky about what they put out, release a new product line…chances are they have certain goals for it. And it might not just be sales numbers so much as building the foundation for a future mass market product and getting constant feedback. I suspect the device they are working towards is a much smaller and cheaper device but we just dont have the tech to do it yet. So…build the OS for it knowing its an early adopter product
Basic75
macrumors 68030
I'm not sure Apple agrees with this being a mere tech demo and development device, if we look at the product page:
turbineseaplane
macrumors Penryn
I agree that Apple does not consider AVP to be a "mere tech demo." IMO Apple considers AVP to be a serious tech demo and introduction to spatial computing. Also IMO, what "spatial computing" turns out to be remains to evolve - - irrespective of whatever hyperbole the marketing folks come up with.
turbineseaplane
macrumors Penryn
To me the word mere implies unsubstantive, less important. My use of serious is meant to say very substantive, and to disagree with the previous poster's use of the word mere.
Apple selling half a $Billion in year one is IMO serious, not mere. More importantly, if one uses the tech for a few hours it is abundantly clear to anyone with vision that AVP is serious technology with significant downstream potential.
Apple Has Given Up on the Vision Pro After M5 Refresh Flop
Apple has all but given up on the Vision Pro after the M5 model failed to revitalize interest in the device, MacRumors has learned. Apple updated the Vision Pro with a faster M5 chip and a more comfortable band in October 2025, but there were no other hardware changes, and consumers still...
forums.macrumors.com
LOL, you guys are wrong after all. Such a total failure, haha!
That article states this rumor without giving any source.Apple Has Given Up on the Vision Pro After M5 Refresh Flop
Apple has all but given up on the Vision Pro after the M5 model failed to revitalize interest in the device, MacRumors has learned. Apple updated the Vision Pro with a faster M5 chip and a more comfortable band in October 2025, but there were no other hardware changes, and consumers still...
LOL, you guys are wrong after all. Such a total failure, haha!
Pbwallstreet
macrumors 6502
Checking my post history, I crapped all over the AVP, predicted it would fail… because… nobody wants it or needs it.
This breaks down into two parts:
1. Virtual reality and augmented reality don’t solve enough problems for people and don’t do enough things better than current computing frameworks.
2. The biggest issue is that the technology created a cheap imitation of reality.
This breaks down into two parts:
1. Virtual reality and augmented reality don’t solve enough problems for people and don’t do enough things better than current computing frameworks.
2. The biggest issue is that the technology created a cheap imitation of reality.
I don't care. I would say the same thing if the article said it was a runaway success. Do you hate sources?
Then I dont care your statement too. The fact is AVP is a total failure which you hate to admit.
I’m shocked at this tone. It’s unnecessarily adversarial. This is not the tone of conversation I’ve come to expect in this forum. Disappointing.
Nugget
macrumors 68020
It's impossible to call the Vision Pro a failure unless you know and understand what Apple's goals and expectations were. Success or failure is evaluated by comparing the reality of the launch against the expectations for the launch.
Many in this thread, perhaps even including our friend above, seem to have decided that since the AVP didn't immediately reach iPhone levels of market saturation it's a clear failure.Is that actually a realistic expectation? Is that what we think Apple were expecting?
If Apple were considering AVP to be a glorified dev kit (which is sure feels like it is) then there's every reason to think they achieved their goals with the product so far. If you have strong feelings otherwise, where do those feelings come from?
Apple have a history of narrow-scope initial launches. The iPod v1, for example, with no Windows support, required firewire port, and small spinning-rust storage was a TOTAL FAILURE also if we use the standards some here seemingly hold the AVP to.
Many in this thread, perhaps even including our friend above, seem to have decided that since the AVP didn't immediately reach iPhone levels of market saturation it's a clear failure.Is that actually a realistic expectation? Is that what we think Apple were expecting?
If Apple were considering AVP to be a glorified dev kit (which is sure feels like it is) then there's every reason to think they achieved their goals with the product so far. If you have strong feelings otherwise, where do those feelings come from?
Apple have a history of narrow-scope initial launches. The iPod v1, for example, with no Windows support, required firewire port, and small spinning-rust storage was a TOTAL FAILURE also if we use the standards some here seemingly hold the AVP to.
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JPack
macrumors P6
Tim Cook compared Vision Pro to iPhone and Mac. Those were his words.
It's the fact that Vision Pro demo tables have shrunk to nothing in most Apple Stores.
It's the fact that Apple's home page would rather promote Apple Card and Watch 11, products which are older than M5 Vision Pro.
That's just silly. Tim Cook went on the cover of Vanity Fair and did a show-and-tell on Good Morning America. Do you seriously think Apple considers Vision Pro a "dev kit"? And stay-at-home moms and affluent females are the target audience for a "dev kit"? 😄
It's nuts how much mental gymnastics some people are performing to explain away the obvious failure of Vision Pro.
Happen to have the sources for these? (One of them I doubt has a source)
JPack
macrumors P6
Introducing Apple Vision Pro: Apple’s first spatial computer
Apple today unveiled Apple Vision Pro, a revolutionary spatial computer that seamlessly blends digital content with the physical world.
www.apple.com
Thanks for the link.Introducing Apple Vision Pro: Apple’s first spatial computer
Apple today unveiled Apple Vision Pro, a revolutionary spatial computer that seamlessly blends digital content with the physical world.www.apple.com
This is a side point, but looking at his quote:
I'd argue the Mac and iPhone didn't actually introduce personal and mobile computing--it revolutionized them. But those markets were already established (albeit with comparatively unintuitive products). Apple then came in and made those products much better and easier to use so that the entire market grew significantly. But with spatial computing, there was no established market, maybe just a few very obscure products (AR, not VR). Apple actually did introduce it. I think that's a key difference and reason the Vision Pro didn't find the same success. It was the first time (that I know of) that Apple really ventured out into new territory, a territory that they and/or the world may not have been ready for. I do think the concept of spatial computing has potential for extremely valuable utility even for the masses. But current technological limitations keep it confined to a small niche.
Coolpher
macrumors 6502
So I picked up a preowned M2, Apple, Vision Pro and there are some definite amazing features that I tried to use on other VRAR headsets that Vision Pro just does much better and add a more reasonable price of $1800 that I would be willing to spend I got one this may not be the product of the masses, but visionOS has come a long way for glasses or something more affordable that can be One on a daily something similar to Meta display glasses only time will tell my Vision Pro has definitely replaced my iPad Pro at least inside the house