Apple CEO, Tim Cook, has defended the hefty $3,499 price tag of the newly announced Apple Vision Pro during an interview, asserting that the headset is “excellent value for money”.
When confronted with the question by Good Morning America, at Apple Park, regarding the affordability of Vision Pro for the average customer, Cook responded: “The answer could vary, depending on individual financial situations.”
Cook further justified the price by explaining the exceptional engineering behind the Vision Pro, saying, “The device offers an unparalleled experience with over 4K quality in each eye. Naturally, such a product comes at a cost. Yet, considering the technology involved, I believe it offers fantastic value.” The Apple Vision Pro, priced at approximately £2,810 / AU$ 5,230, boasts 12 cameras, five sensors, and six microphones. It is driven by two processors: the M2, which is also used in premium laptops like the MacBook Pro 13-inch, and a novel chip, the R1.
Our in-depth review of the Apple Vision Pro confirmed the superior quality of the displays that Cook mentioned, the best yet in a mixed-reality headset. Ross Young, a display analyst, estimates that the screens alone account for more than 10% of the Vision Pro’s price, leading him to remark that he’s “not taken aback by the price.
Even though more cost-effective headsets are available, such as Meta Quest 3 ($499 / £499 / AU$829) and Meta Quest Pro ($999.99 / £999.99 / AU$1,729.99), they do not truly compete with Vision Pro. In terms of technology and overall user experience, Apple’s headset is more comparable to the Microsoft Hololens 2 ($3,500 / £3,349 / AU$5,599) and Varjo XR3 ($6,495, around £5,215 / AU$9,700), both similarly priced.
Apple, with Vision Pro, is stepping into the high-end, non-mainstream market, which it usually steers clear of with first-generation products like the Apple Watch and iPhone. However, the Vision Pro is more than just an accessory—it represents a new computing platform, akin to the Apple Macintosh, which today would cost a staggering $7,285 when adjusted for inflation.
Many may consider Apple’s description of a $3,499 mixed-reality headset as “great value”, especially when it isn’t ready to replace our laptops or phones, to be somewhat insensitive during a financial crisis. However, if the early reviews of Vision Pro are any indication, this high-tech cost is one that early adopters and developers are likely to embrace, which, in the long run, could be beneficial for all consumers.
