‘This is for geeks’: Tim Cook justifies low sales of Apple Vision Pro

Apple’s current CEO, Tim Cook, commented on the market status of Apple Vision Pro in an interview. wired. Despite low sales and shrinking space even in Apple Stores, the top executive doesn’t seem to be discouraged by this immersive headset.

In the conversation, Cook said the device “early adopters” — industry term for someone who is very interested in the industry and purchases a device whose technology is still in its infancy.

“This is a product for leading enthusiasts, For those who want tomorrow’s technology today. These people buy it and the ecosystem thrives,” says the CEO.

According to Cook, creating a rich and interesting environment for the consumer is the biggest challenge for companies.

“I don’t know if you use it a lot, but I always have mine. I see new apps all the timeIn fact, the manager said in previous interviews that he wears his headphones at least once a day.

Apple Vision Pro: designed to make big sales?

Released in the United States in early February 2024 US$ 3,499 (or approximately R$ 21,000 at current currency conversion)Apple Vision Pro was subject to some criticism, especially due to the long-term use of the headset, and experienced a slowdown in sales in a short time.

Additionally, when asked about the products of competitors Snap and Meta, the CEO stated the following: Thinner, more inconspicuous mixed reality glasses are a way forward In terms of design, it is in the industry.

“Augmented Reality is very important. With Vision Pro, We’ve made progress on what is the most advanced technology we’ve ever made and I think it is the most advanced technology in the world in terms of electronic problems. Let’s see where this takes us now” he replies.

In addition to talking about the headset, Cook also touched on Apple’s advances in artificial intelligence (AI), the features of the company’s healthcare products, and other topics. You can read the entire interview (in English) from this link.