An ad for the Vision Pro headset at one of Apple’s stores. Photographer: Raul Ariano/Bloomberg
When you get down to the core of the problem, Apple Inc.’s Vision Pro headset isn’t selling well for two reasons: its $3,499 price tag and a lack of sufficiently compelling features.
There are other problems — like a limited array of custom applications, the device’s weight and a cumbersome setup process — but those are less important. Developers are continuing to release apps, and there are now accessories that make the device feel lighter on your face. Apple also has dramatically improved its operating system. The latest version of the Vision Pro’s software, visionOS 26, now offers widgets and has been well received.
But none of that matters for Apple if people don’t buy the Vision Pro. By all accounts, the device remains an extremely niche product...
