Apple is struggling to attract fresh content for its innovative Vision Pro headset, with just a fraction of the apps available when compared with the number of developers created for the iPhone and iPad in their first few months.
The lack of a “killer app” to encourage customers to pay upwards of $3,500 for an unproven new product is seen as a problem for Apple, as the Vision Pro goes on sale in Europe on Friday.
Apple said recently that there were “more than 2,000” apps available for its “spatial computing” device, five months after it debuted in the US.
That compares with more than 20,000 iPad apps that had been created by mid-2010, a few months after the tablet first went on sale, and around 10,000 iPhone apps by the end of 2008, the year the App Store launched.
“The overall trajectory of the Vision Pro’s launch in February this year has been a lot slower than many hoped for,” said George Jijiashvili, analyst at market tracker Omdia.
“The reality is that most developers’ time and money will be dedicated to platforms with billions of users, rather than tens or hundreds of thousands.”
Apple believes the device will transform how millions work and play. The headset shifts between virtual reality, in which the wearer is immersed in a digital world, and a version of “augmented reality” that overlays images upon the real surroundings.
Omdia predicts that Apple will sell 350,000 Vision Pros this year. It forecasts an increase to 750,000 next year and 1.7 million in 2026, but the figures are far lower than the iPad, which sold almost 20 million units in its first year.
Estimates from IDC, a tech market researcher, suggest Apple shipped fewer than 100,000 units of Vision Pro in the first quarter, less than half what rival Meta sold of its Quest headsets.
Because of the device’s high price, Apple captured more than 50 percent of the total VR headset market by dollar value, IDC found, but analyst Francisco Jeronimo added: “The Vision Pro’s success, regardless of its price, will ultimately depend on the content available.”