Things aren’t looking good for Apple’s Vision Pro

Enrique Dans
Enrique Dans
Published in
3 min readApr 26, 2024

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IMAGE: The Apple Vision Pro in a picture taken from the back, showing the dual strap and the interior of the visor
IMAGE: Apple

Media reports suggest that sales of Apple’s Vision Pro augmented reality device have slowed to the point that demand for pre-purchase in-store demos is at an all-time low, with many would-be customers failing to show up after having booked one. Apparently, sales in some stores have gone from a couple of units a day to just a few a week.

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Enrique Dans
Enrique Dans

Professor of Innovation at IE Business School and blogger (in English here and in Spanish at enriquedans.com)