Apple’s lack of celebration for the Vision Pro’s first anniversary highlights its declining popularity, with minimal social media buzz compared to the previous year. Priced at $3,500, it targets early adopters rather than mass-market consumers, leading to mixed perceptions of its success. To revitalize interest in 2025, Apple needs to introduce significant updates and potentially a more affordable version, especially with upcoming competition from Samsung’s Project Moohan, as the Vision Pro must evolve beyond being a proof-of-concept.
Apple’s Anniversary Silence: A Reflection on the Vision Pro
It’s quite uncommon for Apple to acknowledge anniversaries of its products. Typically, the tech giant makes significant announcements once every ten years, as seen during the 40th anniversary of the Mac in January 2024. Therefore, the lack of fanfare from Tim Cook and his team on February 2, 2025, during the first anniversary of the Apple Vision Pro is not unexpected. The best that could have been anticipated was a press release heralding a new feature for its spatial computer, but it appears no such plans were in motion.
The Decline of the Vision Pro’s Popularity
While Apple’s silence isn’t shocking, the minimal buzz on social media regarding the Vision Pro’s anniversary speaks volumes about its waning popularity. Just a year prior, videos showcasing the Vision Pro were everywhere. People sported the headset in public spaces, enjoying dining experiences while donning the device; it was all the rage.
Fast forward to its anniversary, and tweets about the Vision Pro are barely making an impact. To keep the dream of spatial computing alive, Apple will need to revitalize this product in 2025.
Despite being at the forefront of technology, the Vision Pro faces challenges in achieving widespread success. With affordable mixed reality alternatives like Meta’s Quest 3S priced at €330, Apple opted for a premium strategy in 2024.
The Vision Pro debuted at a staggering $3,500 in the U.S., which translated to €3,999 in France. Tim Cook openly admitted in an October 2024 interview with the Wall Street Journal that, “At $3,500, this is not a mass-market product.” He emphasized that the Vision Pro targets early adopters eager to experience cutting-edge technology today.
This strategy has often been misinterpreted by tech analysts, who argue that the Vision Pro’s limited success indicates Apple’s miscalculation. However, it seems Apple never aimed for mass sales; instead, the goal was to showcase the most advanced virtual reality technology available and inspire developers about its future potential. Following the Vision Pro, the company plans to release more accessible products, potentially including glasses that will utilize its operating system.
This disconnect may account for the lack of enthusiasm observed between the launch of the Vision Pro and its anniversary. Many who anticipated a groundbreaking product akin to the new iPhone in 2024 soon realized that the Vision Pro functioned more as a proof-of-concept than a fully-fledged consumer device. This realization likely led to a decline in interest, explaining the scarcity of tweets and articles celebrating the anniversary of a product that once generated so much excitement.
Revitalizing the Vision Pro in 2025
Although the Vision Pro isn’t in dire straits—some developers report profitability with visionOS, indicating continued use among owners—Apple must emerge from its silence in 2025 to reignite excitement for the device. The upcoming visionOS 3 update, anticipated in June 2025, needs to deliver significant new features. Omitting Apple Intelligence from this update would send a discouraging signal for the future of spatial computing, potentially sidelining it within the company’s priorities.
Looking ahead, Apple must enhance the Vision Pro experience. While 2025 may be the last year without a hardware revision, it is crucial that 2026 introduces a Vision Pro 2 or an even more budget-friendly Apple Vision to boost sales. Although immediate improvements may seem limited—issues with comfort and visual quality persist—the 2024 iteration cannot remain the industry benchmark indefinitely. Meanwhile, software development is essential for the product’s longevity.
Later in 2025, Samsung is set to unveil Project Moohan, its own competitor to Apple’s headset. The potential success of Android XR could reignite consumer interest in headsets, although Apple has every reason to remain cautious. Historically, Apple excels at making innovative technology accessible; it must demonstrate that the Vision Pro simply launched ahead of its time.