Tim Cook Admits Vision Pro Isn’t a Mass-Market Product Following Lacklustre Sales
Oct. 22, 2024For Apple, this year is all about justifying the Vision Pro sales and Apple Intelligence hype. Unfortunately, both of them seem to be off the grid at the moment. Amidst all the chaos, Apple is still optimistic about its strategy and has solid confidence in what it has to offer. The Wall Street Journal’s Ben Coheninterviewed Apple’s CEO Tim Cookabout Vision Pro, Apple Intelligence, innovation, and more.
This wide-ranging interview covers several aspects of Tim’s life, lessons he learned from Steve Jobs, his career to date, and more.
While talking aboutApple Vision Pro, Tim Cook admitted that Apple’s mixed-reality headset isn’t a mass-market product due to its premium price tag of a whopping $3500. After the weaker-than-expected sales of the first-ever Apple Spatial Computer, Tim Cook made a clever statement that Vision Pro is an early adopter product, and there are enough people who may need it.
“At $3,500, it’s not a mass-market product,” said Cook. “Right now, it’s an early-adopter product. People who want to have tomorrow’s technology today—that’s who it’s for. Fortunately, there’s enough people who are in that camp that it’s exciting.”– Tim Cook
“As it turns out, it takes a while to get it really great. It takes a lot of iteration. It takes worrying about every detail. Sometimes, it takes a little longer to do that. We would rather come out with that kind of product and that kind of contribution to people versus running to get something out first. If we can do both, that’s fantastic.”– Tim Cook
Cook further mentioned that “We weren’t the first to do intelligence”. However, they have done it in a way that could be the best for the customer. With itsAI suite of features,Apple aims to deliver a “profoundly different” experience across the Apple ecosystem.
Coming to the Vision Pro, Tim explicitly mentioned that its successful product lineups like iPods, iPhones, and AirPods didn’t find success overnight. For the Vision Pro, he added “Over time, everything gets better, and it too will have its course of getting better and better. Therefore, he sees a bright future for the Vision Pro as well.
