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- Don't look, Apple: There's more bad news for the Vision Pro.
- The headset is expected to sell fewer than a half million units this year.
- The $3,500 device likely won't sell better until a cheaper model arrives.
It's been a few months since the Apple Vision Pro launched in the US, but sales are still looking pretty lackluster.
They're running below 100,000 units a quarter, Bloomberg reported Thursday, citing a report from market intelligence firm IDC. That means Apple's $3,500 mixed-reality headset, which debuted in the US in February, is way behind Apple's other big product launches, like the iPhone, which sold a million devices within 75 days of its 2007 launch, and the iPad, which sold more than 300,000 devices on the first day of its US launch in 2010.
IDC estimates Apple will sell fewer than 500,000 Vision Pro units for the entire year. That's down sharply from what the Financial Times reported was Apple's initial sales target of 1 million.
As sales don't look promising stateside, Apple recently announced it's making the Vision Pro available outside the US. It started with China, Japan, and Singapore in late June and will continue with Canada, France, Germany, Australia, and the UK this month.
Some analysts have predicted that the Vision Pro may not become a bigger hit until Tim Cook's Apple comes out with a cheaper model.
Bloomberg reported last year that Apple was already working on two follow-ups to the $3,500 Vision Pro. One high-end model would have even faster processing abilities, while a cheaper version would likely drop the "Pro" in its name and have some trade-offs for the lower price, according to Bloomberg.
Apple did not immediately respond to a request for comment.