Another year, another tech giant with a “revolutionary headset” that changed nothing. Apple’sAAPL

ambitious foray into mixed reality, the $3.5K Vision Pro headset, is struggling to gain traction. As the novelty wears off, sales have dropped by 75% since last quarter, with even early adopters returning the device due to its weight and lack of content. And experts forecast sales to continue dwindling over the coming year.

• The market consensus expected sales of at least 700K units in the first year, but analysts now predict ~400K.
• Apple loaded the product with premium tech to back up its top-of-market pricing — but analysts see a disconnect, believing would-be customers don’t see the value yet.

Virtual reality check: Apple’s Vision Pro stumble mirrors GoogleGOOGL

Glass’s $1.5K flop a decade prior — highlighting a persistent gap between cutting-edge tech and actual market demand. Meanwhile, Meta’sMETA

Quest has found its footing at a more wallet-friendly price. Apple’s noticed, and IDC Analysts expect the tech goliath to rekindle interest in 2025 with a more budget-friendly option, likely priced at half of the Vision Pro’s cost. Despite its name, Apple’s vision for this launch fell short.