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Apple Vision Pro’s Impressive Pre-Order Sales: A Promising Start or a Niche Market Signal?

Key Highlights:

  • Apple’s Vision Pro headset pre-orders have reached an estimated 160,000 to 180,000 units in the first three days.
  • This performance surpasses analyst Ming-Chi Kuo’s initial production estimate of 60,000 to 80,000 units for the release.
  • Despite strong initial sales, shipping times remained unchanged after 48 hours, indicating potential demand saturation.
  • The Vision Pro’s high price point of $3,499 positions it as a niche product, catering primarily to early adopters and tech enthusiasts.
  • Apple is rumored to be planning a more affordable model, priced between $1,500 and $2,500.


Apple’s latest foray into the world of high-tech wearables, the Vision Pro headset, has reportedly sold between 160,000 to 180,000 units over its pre-order weekend, according to estimates from renowned analyst Ming-Chi Kuo. This figure signifies a robust start for the product, exceeding initial production estimates and showcasing Apple’s continued influence in the tech market.

Surpassing Expectations

The pre-order sales figures are particularly notable, given that they exceed the 60,000 to 80,000 units that Kuo initially anticipated for the headset’s release on February 2. These sales reflect the strong interest from Apple’s customer base, despite the Vision Pro’s premium price tag of $3,499. However, it’s worth noting that the unchanged shipping times within the first 48 hours of pre-order may hint at a quick drop in demand following the initial surge from enthusiasts and hardcore fans.

A Niche Market Product

The Vision Pro, with its advanced VR capabilities and high price, is seen as a niche product in Apple’s lineup. This perception is further supported by Kuo’s observation that the sales figure represents just a tiny fraction (about 0.007%) of Apple’s 1.2 billion active users. Apple may need to increase its efforts to sustain demand for the Vision Pro, particularly before its rumored global launch before this year’s WWDC in June.

Future Prospects and Accessibility

While the Vision Pro marks a significant step in Apple’s AR/VR ambitions, the company is reportedly considering launching a more affordable variant of the headset. According to Bloomberg’s Mark Gurman, this cheaper model could be priced between $1,500 and $2,500, potentially making it more accessible to a broader audience.


Apple’s Vision Pro headset has had an impressive start, with pre-order figures suggesting a strong interest in high-end VR technology. However, the product’s niche appeal and high price point indicate that it may not yet be a mainstream offering. As Apple explores the potential of more accessible models, the Vision Pro stands as a testament to the tech giant’s commitment to innovation and its ability to capture the attention of the tech-savvy market.