Apple wants the Vision Pro ‘more affordable’, says Bono, but consumers still do not know how much they really cost
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The Apple Vision Pro remains the APEX mixed reality experience and also the most unreachable for most people.
You do not immediately hear Apple admit that the powerful headset is too expensive for $ 3,499. A few years ago, Apple CEO Tim Cook called the Vision Pro “a great value”. A year later, however, he admitted that the expensive headset is Not aimed at ‘the masses’.
We now have some proof that Cook’s remark was on the money.
During the day A recent Price is good episodeParticipants were shown the Vision Pro and asked to guess the prize. For those who are not familiar with the starting point of the game show, the idea is to guess a price that is as close as possible to the actual price. The one closest to the next round of the game.
In the much shared clip, the Vision Pro headset is lowered from the trusses to a position just for the participants, because the shower of the show briefly describes the possibilities of the headset.
After a moment, the four players suspected the prices from $ 750 to $ 1,250. The last prize won – but saying that the participant who suspected that that amount came close is as if he says California is close to New York because they are part of the same country mass.
What we have learned is that consumers are not only not familiar with Vision Pro – they have no idea why someone would pay $ 3,500 to own one. According to those participants, the price is wrong.
No matter how much I love the Vision Pro experience, I have known this for a while, but it was only when I saw something new today that I believed that Apple understood this and that it might be trying to do something.
The price gives us dizziness
The news came from an apparently unlikely source: U2 frontman Bono, whose new documentary, Bono: stories of surrender, Comes to Apple TV Plus. De Rockster has a long -term friendly relationship with Apple; More than ten years ago, Apple dropped a whole new U2 album on iTunesTo the great annoyance of those who were not U2 fans.
However, Apple is clearly not done with placing U2 content in Apple products. A compelling version of Stories about surrender Also comes to the Vision Pro and put on stage with the musician.
I used the Vision Pro, and I tried it These compelling experiences Often enough to tell you that they are extraordinary to the point that they are almost uncomfortable; An artist or athlete does his thing, and it feels like you are penetrating their space.
Bono Details in the Interview with Deadline The difficulties to film in the compelling format, especially to get the lighting right. Then, as an answer to a question about how the Vision Pro further personalized the story, Bono shared something that I am not sure if Apple would like to share:
It really made it playful. I know that Apple likes to make the vision pro more affordable and democratic, but they are committed to innovation, they are committed to experiment. They know that not everyone can afford this, but they still go for it, because they believe it will be somehow in line, it will be financially logical for them. But she doesn’t postpone the fact that they might have to wait a while.
Apple is at least dedicated
“More affordable and democratic”. That is quite a statement, and I think it matches the comments of Cook about the headset that is still not for the masses. Most Vision Pro -rumors, however, indicate that Apple is launching a different, cheaper version of Vision Pro (Vision Lite) And not necessarily make the existing headset cheaper.
Dropping the price of the existing Vision Pro is a strategy I suggested last year: “It takes a lot to build the Vision Pro (One estimate sets it at more than $ 1,540)) […] [Apple] Just has to lower the price more than half and take the hit. “
My point was that Apple deserves more and more service income, and that the Vision Pro is simply another platform on which it can deliver all that content and all those functions (but at a very high level). Why wouldn’t you put it in more hands?
I am not sure whether Bono is in full contact with the current economic reality, when he suggests that people can eventually pay the Vision Pro or that it will be a ‘financial sentence’.
I don’t see that happening. For $ 3,500, the Vision Pro costs as much as a modest holiday, a powerful gaming computer or luxury goods such as a watch or designer bag. These are more than as purchases, and the last two are for the wealthy or even rich.
Apple’s products can generally be more expensive than the competition, but they not only sell to the elite. Look around: almost everyone has an iPhone. If the iPhone started at $ 3,000, that would not be the case.
I always encourage people to visit an Apple Store and experience the Vision Pro for themselves. They will soon see what all the fuss is about, but that experience also makes the price much more painful. Maybe you want to take the Vision Pro Home, but we still don’t live in a mixed reality democracy, at least not yet.
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