Apple's Vision Pro, an augmented reality headset, is now available in Canada, but its steep price might hinder widespread adoption. Debuting in Canada, France, Germany, and the U.K., the device offers immersive experiences, from browsing photos to playing games, starting at CAD 5,000.
Despite the buzz since its unveiling last year, Vision Pro hasn't matched the sales of other Apple products. Wamsi Mohan, a senior IT analyst at Bank of America, noted that initial projections of up to one million units sold are now closer to half a million, largely due to its high price. The entry-level model costs $4,999 for 256 GB, while the 1 TB version is $5,599.
Mohan emphasized that the high cost makes potential buyers hesitate. "You could buy maybe three MacBook Airs for the price of one Vision Pro," he said, highlighting Apple's challenge in justifying the device's price tag.
Apple addresses this by offering in-store demonstrations, allowing consumers to experience the device's capabilities firsthand. Mike Rockwell, vice president of Apple's Vision Products group, believes that seeing the device in action is crucial. A demo for The Canadian Press showcased apps that bring wearers face-to-face with a dinosaur or allow them to examine a Formula One car up close.
Users navigate the Vision Pro by looking around and using hand gestures, with changes in opacity ensuring awareness of their surroundings. "There's never been a product like this," Rockwell said, emphasizing its potential for unprecedented media experiences and productivity.
However, widespread adoption will require making the device more user-friendly. Mohan suggested that future versions could be lighter and more affordable, citing improvements seen in other Apple products over time. Apple remains optimistic about the Vision Pro's future but keeps plans under wraps.
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