TECH NEWS – Apple CEO Tim Cook made a statement about the company’s AR headset that we weren’t expecting…

The Apple Vision Pro isn’t cheap, and that’s putting it mildly. Even the cheapest version will set you back $3,500, and for that you’ll only get 256GB of storage. In the U.S., there hasn’t been much interest in the Apple Vision Pro, with less than 100,000 units shipped as of July. So it’s no surprise that the company’s CEO spoke to Ben Cohen of the Wall Street Journal about this.

Cook said that when it comes to Apple Vision Pro sales, it’s important to remember that it’s not a mainstream product, so he admitted that it’s not for the masses. But those who want to try tomorrow’s technology today are the ones Apple was trying to target with the headset. But there are not enough people in that camp, and Cook did not say what percentage of the Apple Vision Pro was returned to Apple, because there were certainly people who initially stuck the minimum $3,500 but did not find a serious use for the device…

Apple spent about $1 billion on research and development for the headset, and with sales sluggish, it’s no wonder the company hasn’t even recouped that expense. That’s why the company is looking to release a cheaper model sometime in 2025 in an attempt to mature this market segment. However, as we’ve already reported, the AR headset also has components that cost at least $1,500, and that could be reduced by replacing the two 4K micro OLED displays in the budget model, for example.

So the Apple Vision Pro is simply not a device for the masses. The price itself has already reached that point, as not everyone can suddenly afford that much for an AR headset.

Source: WCCFTech, Wall Street Journal