Steve Jobs launched the iPhone in 2007. In 2024, Tim Cook, a dozen years later, launches his successor, the Vision Pro. was presented as“Spatial Computing” what is mac“Personal Computing” and iPhone,“Mobile Computing”. The CEO of the Cupertino (California) firm explained that this is a mixed reality headset “A new type of computer that enhances reality by seamlessly blending the real world with the digital world. You see it without seeing it: you are no longer limited by the screen, your environment becomes an infinite canvas.. There is no need for a computer or a mouse or even a smartphone to entertain, watch movies, take photos, share content, shop or work.
Will the apple brand find success again with this daring bet? The first hurdle is the cost of the helmet. Priced at $3,500 (3,250 euros) without any options, it is three and a half times more expensive than a high-end Apple smartphone. The bill jumps to $3,900 to access 1 terabyte of storage instead of 256 or 512 gigabytes. Not to mention the accessories that can bring the bill up to around $5,000: headband, optical insert, extra battery, travel case… Apple is risking getting banned.
Competition for mixed reality headsets in particular promises to be fierce, from giant Meta with its Quest Pro (three and a half times cheaper) to French challenger Lynx (two and a half times cheaper), including Taiwan’s HTC with its Vive. XR Elite (three times cheaper). Sony is leading the charge with its futuristic mixed reality head-mounted display, which was unveiled in January at the Consumer Electronics Show in Las Vegas, an international high-tech event.
Furthermore, this new technology will take longer than smartphones before professionals and the general public adopt it. Beyond the curiosity effect inherent in all innovation, what will happen to Vision Pro sales? A niche market or a mass market, games are open.
According to Ming-Chi Kuo, an analyst in Taiwan (TF International Securities), Apple received between 160,000 and 180,000 pre-orders for its Vision Pro in mid-January. After this enthusiasm, however, sales may not exceed 350,000 copies in 2024. Statista’s optimistic estimates expect 1.5 million units in 2025.
One thing is certain, the company took its time before releasing its Vision Pro: almost nine years – in May 2015, after acquiring the German company Metaio, a Volkswagen spin-off specializing in augmented reality. If successful, this headset could allow Apple to be less dependent on its iPhones. According to the latest annual results, ending September 30, 2023, smartphones still accounted for 52.3% of its total annual turnover, or $200.5 billion ($28.3 billion for iPads and $29.3 billion for Macs) out of a total of $383.2 billion.
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