Apple introduced the Vision Pro less than a year ago. As it approaches its first holiday season, a prevailing narrative suggests the device has not succeeded. Nevertheless, Tim Cook has been actively defending the sales performance of the Vision Pro using three pivotal phrases.
‘Early adopter product’
Tim Cook recognizes that the market typically anticipates Apple products to achieve significant sales figures instantaneously. However, he categorizes the Vision Pro differently.
In two recent discussions, Cook referred to the Vision Pro as an ‘early adopter product’.
He labeled it as such back in October during an interview with The Wall Street Journal:
“At $3,500, it’s not a mass-market product,” Cook states. “Currently, it’s an early-adopter product. It’s designed for those who wish to experience tomorrow’s technology, today. Fortunately, there’s enough interest in that community to make it exciting.”
The same arguments were reiterated in a recent interview with WIRED:
“It’s an early adopter product, catering to individuals eager for tomorrow’s technology today. Those customers are purchasing it, and the ecosystem is thriving. The ultimate measure for us is the ecosystem.”
Whether you view it as a spin or not, Cook’s characterization of ‘early adopter’ proves insightful in grasping Apple’s intentions with the Vision Pro.
Apple’s attempting something it seldom does
Apple is venturing into uncharted territory with the Vision Pro, something it hasn’t been able to do for a long time.
In its formative years, Apple products weren’t expected to achieve astronomical success. Often, purchasing an Apple item meant paying a premium for a product that might not be fully ready for everyone.
That’s precisely the situation with the Vision Pro today. Yet, finding another ‘early adopter product’ in Apple’s recent lineup is a challenge.
Apple today is a vastly transformed entity compared to a decade ago, or even further back. While its immense success has generally been a positive factor, it brings with it certain expectations that every new product must meet, and the Vision Pro seems to have fallen victim to this phenomenon.
A commitment to Vision products for the long term
VR and AR have always necessitated a developed ecosystem, and there’s only so much patience developers can have with ARKit without a substantive product to support it.
The Vision Pro allows Apple to innovate openly as it strives to enhance its ecosystem and eventually create a more streamlined, user-friendly, and budget-friendly product.
We may not be there just yet, but that’s acceptable.
If every new Apple product is required to be an instant success, that immense pressure may stifle the company’s innovation. However, as long as Apple can introduce some early adopter products alongside its more successful staples (like the iPhone), it could ultimately benefit everyone.
What are your thoughts on Tim Cook’s characterization of the ‘early adopter’ concept? Share your views in the comments.
Top gifts for Apple enthusiasts this holiday season
: We use income-earning auto affiliate links. More.
