Since its market launch a year and a half ago, Apple's Vision Pro has reportedly sold less than one million units in the U.S. With a price of $3,499 and a sparsely filled content offering, the mixed-reality headset remains a niche product. Particularly, the delay in providing immersive videos weakens the hardware's unique selling proposition. So far, Apple has released only 27 contents in this format, including concerts by Metallica and Bono as well as a highlight reel of the 2024 NBA All-Star Game - while the 2025 edition was disregarded.
The dilemma is obvious: Immersive videos are the strongest purchase incentive, yet Apple is deliberately holding back productions. The background is high production costs and the concern of emptying the media library too quickly. Industry insiders speak of a "standstill," where low sales figures hinder additional investments – even though these contents are actually needed to generate demand.
Even technically, the device has fallen behind. The current M2 chip design is considered outdated, a successor is expected later this year. However, a truly cheaper and lighter model is not anticipated until 2027. Until then, due to rapid innovation cycles in the tech sector, the category risks losing relevance.
In parallel, Apple is working on a comprehensive roadmap for artificial intelligence and smart home products. This includes new versions of Siri, a smart home ecosystem with the "Charismatic" operating system, and a table robot that will serve as a digital companion starting in 2027. However, these initiatives also crucially depend on whether Apple can enhance its software competence in the AI sector.
While Apple hesitates, Meta steps up the pace. The company will offer its first display glasses, internally called "Hypernova," for around $800 – significantly cheaper than originally planned. With this price, Meta not only defies analysts' expectations but also positions itself aggressively against Apple in the competition for the next generation of wearable displays.
A small partial success for Apple with the Apple Watch: Blood oxygen measurement returns to the USA. Due to a patent dispute with Masimo, the feature was removed in 2024. Now, the values are no longer displayed directly on the watch but can be evaluated again via the iPhone—just in time for the launch of the new models next month.
