When Apple unveiled the Vision Pro, the buzz was palpable (maybe that was just me?).

You can listen to my initial hot takes here:

• Virtual Reality, Real Rivalry – Meta’s Quest 3 Challenges Apple’s Vision Pro.
• Eyes On The Prize – Apple Vision Pro Takes Center Stage.

This wasn’t just any product launch – it was a $4500 glimpse into the near-future of augmented and virtual reality, courtesy of one of Silicon Valley’s giants.
Now, months down the line, the excitement has cooled (was it ever really hot?), replaced by a sobering recalibration of production forecasts amid tepid demand.

The enthusiasm gap.

We seem to forget that it was always going to be the next big leap forward while also having limited niche appeal (like all new tech).

As an entrepreneur there are two constants in our world:

1. Innovation doesn’t guarantee acceptance.
2. This might not work.

Sure, all revolutionary tech comes with a premium price tag for the consumer – there’s a need to recoup development outlays and cultivate a base of early adopters.
Still in a world of $500 Meta Quest devices that have yet to have mass appeal, it’s always a precarious dance between ambition and reach.

So, where are we at?

• Apple originally expected to sell as many as 800,000 Apple Vision Pro units this year.
• Apple has revised its Apple Vision Pro shipment expectations for 2024 down to 400,000 – 450,000 units.
• This means Apple is looking at around $1.4 billion in sales (not bad for what others consider a bust?).
• Apple took in about $385 billion in sales (and this wasn’t even considered a great year for Apple).
• The company has more cash on hand than any other company in the world (around $165 billion)… and more than most countries.

So… not great for a product launch but hardly an issue for the company if it needs to absorb this first attempt.

Is it Apple or is it the virtual reality space?

The future of AR/VR lies not just in overcoming technological hurdles but in weaving these technologies into the fabric of everyday life in ways that resonate and add value to the average consumer (it also needs that killer app).

If I was Apple… I would keep going…

This is what Elias Makos and I discussed on CJAD 800 AM. Listen in right here.

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