New Apple Vision Pro release repeats old mistakes

Apple kicked off WWDC 2024 with a bang, unveiling a host of new features coming to iOS, iPadOS, macOS, and VisionOS, Apple’s Vision Pro operating system. Notably, Apple is also celebrating the expansion of Vision Pro to more countries, although the same price problems persist.

Despite mixed reviews of the pricey Apple Vision Pro, it’s hard to deny its position as one of the best virtual reality headsets on the market. While the Quest 3 mimics some of the Vision Pro’s standout features, such as travel mode and spatial video capabilities, it offers them at a significantly lower price. However, Apple’s “spatial computing” headsets still occupy a valuable place in the market, as competition invariably drives innovation.

For those eager to get their hands on the Apple Vision Pro, the wait is almost over. On June 28, 2024, the headphones will launch in China, Hong Kong, Japan, and Singapore. Following closely, Australia, Canada, France, Germany and the United Kingdom will see Vision Pro on July 12, 2024, as Apple announced in a Newsroom post.

Although Apple is expected to offer extensive in-store demos similar to the US launch, price remains a major hurdle for many potential buyers. In the US, the base 256GB model of the Apple Vision Pro starts at $3,499, while in the UK, the price remains a steep £3,499. Personally, I’m interested in the headphones for their viewing potential. 3D movies and exclusive games like Marvel’s What If?, despite the high price, but I’m in the minority.

I may be wrong, but despite the Apple Vision Pro getting over 180,000 pre-orders in the US and being resold at exorbitant prices by eBay resellers, I don’t think it will achieve the same level of success in the UK. The current cost of living crisis and the early release of the more affordable Quest 3 make the Vision Pro a tough sell for many outside of die-hard Apple enthusiasts.

I’m excited to finally try the Apple Vision Pro and compare it to the Meta Quest 3, but it’s disappointing that there hasn’t been even a slight price reduction. Many potential buyers may expect a more affordable version of the Apple Vision Pro or decide not to buy it at all. Luckily, the new iPhone Genmojis look pretty fun, so it was a cool announcement.