Apple's cutting-edge Vision Pro headset, designed with a futuristic vision, has not yet captured the hearts of consumers as anticipated—sales have been lackluster, and production has reportedly been scaled back, although Apple has not officially confirmed these figures. The company has been concentrating on bolstering developer support, expanding the Vision Pro app ecosystem, enriching spatial computing content, and fostering third-party collaborations. For instance, Apple has showcased a high-end $29,000 Blackmagic camera tailored for creating spatial films with the Vision Pro. This price point is justified when considering that the Vision Pro itself is priced at $3,499 / £3,499 / AU$5,999.

From my initial encounter with the Vision Pro, I've been captivated by its capabilities. It delivers an unparalleled mixed-reality experience, ideal for both immersive entertainment and enhancing productivity with a virtual expanse of apps at your disposal. Its intuitive design rivals any other Apple product, and the spatial photography and videography it enables evoke emotions that were previously unattainable from consumer electronics.

However, the Vision Pro grapples with a core challenge: it clashes with our social nature. Humans are not wired to seclude ourselves from one another. Wearing the headset at home often elicits groans and curious looks from family and partners. While I cherished the expansive workspace it provided in the office, my colleagues found my appearance amusing. Apple's efforts to simulate my gaze for interactions were met with disapproval—no one seemed to appreciate my digitized stare.

Even those intrigued by the Vision Pro's potential find it financially out of reach. Priced at $3,500, it's a luxury for the select few, not the masses. I realized the Vision Pro was not becoming a common household item in the US or globally when I noticed the minimal engagement with articles about it. Articles on iPhones, regardless of model or rumor, attract a vast audience, whereas the Vision Pro fails to draw even a fraction of that interest.

I remain a believer in the Vision Pro and its underlying technology, which is truly distinctive—unmatched by any other product on the market or any personal experience I've had. However, it cannot continue as it is. Apple will need to make tough choices in 2025 if it wants the Vision Pro to thrive and avoid the fate of the Newton or the original HomePod. Here are my recommendations:

1. Reduce the Price Point

This is an obvious step, but it requires Apple to do something it seldom does with its hardware: accept a loss. The Vision Pro is costly to produce, with estimates suggesting the cost is over $1,540, primarily due to high-end displays. If Apple isn't planning on component changes, it should consider slashing the price by more than half and bear the loss. While each Vision Pro sold in 2025 might result in a loss, the potential for millions of new customers is significant.

Apple's growth is now driven by more than just hardware like the iPhone. The company has a vast and rapidly expanding services sector, with customers paying monthly for services such as iCloud storage, Apple TV+, Music, Fitness+, News, and more. Apple's customer base tends to purchase additional services when they own more Apple devices, which is where the strategy comes into play. Many of Apple's services, including Apple TV+, are enhanced on a device like the Vision Pro. This could be a short-term loss for long-term gains.

2. Reevaluate Materials and Components

Could the next Vision Pro model feature a plastic cover instead of glass? Is brushed aluminum essential? Could Apple forgo the displays behind the EyeSight feature? Perhaps the resolution of the high-cost display system could be slightly reduced.

Apple should investigate methods to reduce manufacturing costs without sacrificing the Vision Pro experience. It's a challenge, as the device feels somewhat over-engineered at times. Apple designed it to pioneer a new category of computing: spatial computing. The issue is that few have embraced this concept, with many consumers still content with traditional computing. To spark interest, Apple needs a more affordable Vision Pro, and reducing premium materials and components could be a strategy.

3. Introduce a Vision Pro Lite

Speculations suggest a Vision Pro Lite may be on the horizon in the coming years. If Apple is strategic,