Apple Vision Pro: A Launch Day Flop

Apple Vision Pro
Image: Apple

The Apple Vision Pro failed to sell out on launch day. Despite expectations, Apple has failed to sell out of its Vision Pro on launch day. This is despite estimates of day 1 availability being limited to between 60,000 and 80,000 units.

In something of a surprise, the Apple Vision Pro failed to sell out on launch day despite reportedly very limited availability. The device comes in three capacities starting at $3,500 for the base 256GB model, rising to $3,699 for the 512GB model with the 1TB model topping out at $3,899. While the 256GB variant of the Vision Pro was quickly backordered to March and then beyond on launch day, the initial supplies of the 512GB and 1TB models did not sell out.

YouTuber Aaron Zollo (@zollotech) tweeted that the day after launch, both of the higher capacity Vision Pro units were still available for in-store pick-up. At the time of writing, however, this was no longer the case, with in-store pick-up unavailable and all models now showing shipping times slipping to 5-6 weeks. Even with the Vision Pro only available in the US, Apple has been building the hype machine around the device, heralding it as ushering in the “era of spatial computing”.

According to highly regarded Apple supply chain analyst Ming-Chi Kuo, Apple may have only had between 60,000 to 80,000 Vision Pro units available for launch day. Even for a device starting at an eye-watering $3,500 ranging through to $3,899, pundits expected the device to quickly sell out. Competing AR and VR headsets have never enjoyed widespread popularity, and it appears that Apple may also struggle to gain traction despite its brand and marketing firepower.

The latest round of pre-launch media reviews pointed to concerns around the weight of the Vision Pro, which has been revealed to weigh as much as a 12.9-inch iPad Pro. Apps and other experiences at launch also appear to be underwhelming, with Apple itself only developing 15 spatialized stock apps for the device. Third-party interest is also low, with Netflix, YouTube, Spotify, and others revealing they have no plans to create spatialized versions of their apps for the device.

Assessing the Components

Let's break down the key components of the Apple Vision Pro and assess why it may have struggled on its launch day.


The processing power of the Vision Pro is undoubtedly impressive, but the high price point might have deterred potential buyers. The CPU's capability to handle spatial computing tasks is commendable, but the market demand might not align with the premium cost.

Graphics Processor

While the graphics processor contributes to the immersive experience, the lack of compelling third-party applications may have limited its appeal. Users are reluctant to invest in a device with limited software support.


The Vision Pro's display quality is exceptional, but concerns about its weight compared to other devices in the market may have influenced consumer decisions. The display, being a standout feature, couldn't fully compensate for the overall heft.


The limited availability of in-store pick-up and delayed shipping times indicate potential issues with the distribution and connectivity strategy. Apple might need to reassess its approach to make the device more accessible to consumers.


The Vision Pro's RAM capacity is substantial, ensuring smooth performance. However, this might be overkill for the current state of spatial computing applications, contributing to the high price without significant user benefits.


The range of storage options caters to different user needs, but the failure to sell out suggests that even the base model's price is a significant barrier. Apple needs to reevaluate its pricing strategy to align with market expectations.


The Vision Pro's camera capabilities are impressive, but the lack of third-party support for spatialized app development is a considerable drawback. Users are hesitant to invest in a device with limited content creation possibilities.


The weight concerns raised by early reviews highlight a potential oversight in the device's design. Apple needs to address these concerns and possibly explore ways to reduce the weight without compromising functionality.


The Vision Pro's operating system is robust, but the limited app ecosystem raises questions about the device's long-term viability. Apple must work actively to attract developers and build a diverse app library for the Vision Pro.

Price and Other Features

The pricing strategy, coupled with the limited third-party support, indicates a mismatch between consumer expectations and Apple's vision for the device. A reassessment of pricing and strategic partnerships is necessary to revive interest.

Pros and Cons


  • Impressive CPU and Graphics Processor
  • Exceptional Display Quality
  • Robust Operating System
  • Ample RAM and Storage Options
  • Advanced Camera Capabilities


  • High Price Point
  • Limited Third-Party App Support
  • Heavy Dimension
  • Connectivity Issues and Distribution Challenges
  • Underwhelming Third-Party Interest


The launch day failure of the Apple Vision Pro raises crucial questions about Apple's foray into spatial computing. While the device boasts impressive specifications, the market response suggests a misalignment with consumer expectations and a lack of third-party developer interest.

Addressing the weight concerns, reassessing the pricing strategy, and actively fostering third-party app development are essential steps for Apple to salvage the Vision Pro's market presence. The era of spatial computing may be within reach, but Apple needs to refine its approach to ensure that consumers are not only captivated by the vision but are also willing to invest in the reality.

"In the competitive landscape of AR and VR, even a tech giant like Apple needs to listen to the pulse of the market. The Vision Pro's stumble on launch day sends a clear message – innovation must align with consumer expectations."

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