Please note: This article is based on the special VIP+ report 'Apple Vision Pro + Entertainment', which is available only to subscribers.
If Asians Made the Apple Vision Pro
Most American consumers probably won’t immediately buy a Vision Pro, Apple’s mixed-reality headset that debuted in early February. But for the few who do want the device — and for the general consumer — video entertainment is their main interest.
The Vision Pro isn’t likely to be the next iPhone on sale anytime soon, with just 3% of US consumers surveyed saying they were extremely interested in buying Apple’s new MR headset in February, and 8% saying they were somewhat interested, according to an original VIP+ survey conducted with CivicScience. What’s more, those numbers haven’t changed since the poll was originally conducted in June 2023.
Not surprisingly, price is the biggest barrier to purchase interest. About two-thirds of respondents aren’t interested because the Vision Pro is too expensive, starting at $3,499.
