TECH NEWS – Apple’s futuristic headset was the butt of the joke on a game show after none of the contestants could even come close to guessing its actual cost — revealing a massive disconnect between public perception and premium pricing.

Despite its flashy WWDC 2024 reveal and high-tech features, the Apple Vision Pro still seems to be a mystery for most people — especially when it comes to its hefty price tag. On a recent episode of The Price is Right, four contestants were asked to guess the retail price of the 256 GB version of the headset. All four guesses landed miles away from the actual $3,499 asking price, and the result was unintentionally hilarious for viewers and potentially embarrassing for Apple.

A clip, spotted by AppleInsider on Threads, shows the host presenting the product and inviting guesses. The highest offer? Just $1,270 — barely over a third of the real cost. The others guessed $750, $1,000, and $1,001 respectively. Given Apple’s trillion-dollar valuation and the amount of media coverage the device has received, this moment underscored a surprising reality: people simply don’t know how expensive the Vision Pro really is.

Meant for Elites, But No One Knows the Price

The format of The Price is Right is simple: estimate the price of a product without going over. Hungary even had a short-lived version called Tippelj és vidd el! on RTL, though it missed the show’s iconic failure jingle. Still, the Vision Pro segment stands out as an awkward moment for Apple — not because the audience didn’t like the product, but because none of them imagined it would be that expensive.

What this highlights is that Apple’s AR headset, while never meant to be mass-market, has failed to communicate its premium positioning. If consumers think it’s worth $1,000 at most, something’s not landing. Apple may want the Vision Pro to signal the future, but right now, it’s become a punchline — a sleek device with a price tag that no one takes seriously because they don’t even realize how much it actually is.

Source: WCCFTech, AppleInsider