Apple’s highly anticipated Vision Pro headset has encountered significant challenges in its launch, with the latest reports suggesting a dismal performance in the Chinese market. Following a lackluster debut in the U.S. where sales fell far short of initial projections, the device has apparently failed to gain traction across the Pacific too. The device launched worldwide recently, previously being available in the US only.

Alarmingly, social media posts and industry analysts indicate a staggering 50% return rate for the Vision Pro in China. While the headset’s price tag of $3,499 undoubtedly deterred many potential buyers, the issue appears to run deeper. Ming-Chi Kuo, a Apple analyst, has previously highlighted the limited utility of the Vision Pro as a primary factor hindering its success. Consumers, faced with a choice between the headset and other high-end Apple products like powerful Macs or premium iPhones, are opting for devices that offer more benefits and everyday use cases.

Vision Pro reluctancy in China

The Chinese market, despite its size and appetite for cutting-edge technology, has shown a similar reluctance to embrace the Vision Pro. The small customer base for augmented reality (AR) headsets, coupled with the device’s steep price point, has created a bad storm for Apple. According to a translated post on X from mycrow_sdog, “The return rate of Vision Pro in China is over 50%”.

Productivity-focused software is often cited as a potential game-changer for AR headsets. If Apple can deliver a suite of applications that significantly enhance work efficiency or creative processes, it could revitalize interest in the Vision Pro. The problem is though, users don’t seem to consider it an essential gadget – which is what you’d hope for at this price.

Maybe the rumored cheaper version will help sales

An important thing to mention is the supposedly cheaper variant of the Vision Pro. Earlier reports suggest that Apple has canceled plans for a Vision Pro 2, instead making a more cost-effective version of the original. Whether this comes to fruition is yet to be seen, as is whether it will actually pull in a wider audience.

While reducing the price tag could entice a larger consumer base, the company must also address the fundamental issue of utility. To truly succeed, the Vision Pro needs to offer better applications that justify its purchase and encourage consistent use.

The challenges faced by the Vision Pro serve as a stark reminder that even the most innovative products require a good value proposition to succeed in the market. While Apple has undoubtedly pushed the boundaries of technology with the Vision Pro, it appears that consumers are still waiting for the moment that will make AR a truly indispensable part of their lives. As the company continues to refine its AR vision, it will be crucial to balance technological advancements with practical applications that resonate with a wider audience.

About the Author

Tom Valentine

Tom is a tech writer with a detailed view on ensuring the best buying advice, most useful information, and latest news makes its way into PC Guide's articles.