Sales of Apple’s expensive Vision Pro won’t reach 500,000 units in its first year and will likely end the current third quarter with a 75% sequential decline, according to market research firm IDC.
IDC also said the mixed reality platform has yet to reach 100,000 units sold in a quarter.
The Apple Vision Pro made its U.S. debut on February 2 with a $3,500 price tag and an aggressive television marketing campaign that aired in heavy rotation during the NFL playoffs.
The Apple Vision Pro is set to go on sale Friday (July 12) in the UK, Canada, Australia, France and Germany. But in the domestic market, it has struggled to generate demand, even though Apple has introduced a zero-interest payment plan for consumers.
IDC believes that a more affordable version of the Apple Vision Pro, expected to be released next year and priced at half the current version, could boost sales.
But the lack of available content could limit demand as much as the price.
“The success of the Vision Pro, regardless of its price, will ultimately depend on the content available,” Francisco Jeronimo, vice president at IDC, said in a statement. “As Apple expands the product to international markets, it is critical that local content is also available.”