One year after its highly anticipated launch, the Apple Vision Pro remains far from the blockbuster success the company had envisioned. Priced at an eye-watering $3,500, the device has struggled to capture widespread consumer interest. Reports surfaced just two months after release that Apple had cut shipment targets in half, citing weaker-than-expected demand. Internally, concerns extend beyond pricing—data suggests that even early adopters are using the device less frequently than anticipated.
To reinvigorate sales, Apple is now turning to software. According to Bloomberg’s Mark Gurman, a major update is on the way as part of visionOS 2.4. The beta version could arrive this week, with a full rollout expected in April. While software improvements may enhance the user experience, the critical question remains: Can they make the Vision Pro compelling enough to justify its steep price tag?
Apple Intelligence: Bringing AI to Vision Pro
The most significant addition in the upcoming update is Apple Intelligence, the company’s proprietary generative AI system. Previously exclusive to newer iPhones, iPads, and Macs, this technology will now leverage the Vision Pro’s M2 chip and 16GB of RAM to enable advanced on-device processing.
With Apple Intelligence, Vision Pro users will gain access to several AI-driven features, including:
- Writing Tools with ChatGPT integration, enabling AI-assisted content creation.
- Gemoji, allowing users to generate custom AI-powered emojis.
- Image Playground, an app that uses AI to create unique visual content.
While these additions bring some valuable functionality, there is no confirmation of AI features designed specifically for Vision Pro. This raises concerns that Apple is simply repurposing existing AI tools rather than delivering innovations tailored to the augmented reality (AR) experience.
New Apps and Immersive Experiences
Beyond AI, Apple is developing new features aimed at making Vision Pro more appealing. One notable addition is a new spatial content app, designed to showcase 3D images and panoramas sourced from various providers. The goal is to highlight the device’s immersive capabilities in a way that static images or traditional videos cannot.
Additionally, Apple plans to release a new immersive video experience focused on arctic surfing, set to debut on February 21. While these efforts demonstrate Apple’s commitment to enhancing the content ecosystem for Vision Pro, they do not fundamentally change the device’s usability or accessibility for mainstream consumers.
Multi-User Functionality and Social Sharing
Another key update will introduce an improved guest mode, making it easier for multiple people to use the same Vision Pro headset. While this may seem like a minor tweak, Apple hopes that allowing users to share their device with friends and family will help generate more interest and, ultimately, lead to additional sales.
However, there’s an inherent flaw in this strategy: Vision Pro remains a fundamentally personal device, requiring custom optical inserts for many users. While guest mode may allow for casual demonstrations, it does little to solve the device’s accessibility and affordability challenges.
The Unavoidable Pricing Dilemma
Despite these updates, the Vision Pro’s biggest obstacle remains its prohibitive price. At $3,500, it costs nearly seven times as much as the Meta Quest 3, a competing mixed-reality headset that offers a more affordable entry point into AR and VR experiences.
Even with AI integration and new immersive content, it’s difficult to imagine software updates alone convincing mainstream consumers to make such a significant investment. While Apple’s ecosystem lock-in may encourage some users to buy Vision Pro for the sake of continuity across their devices, many of the new features—such as AI writing tools—are already available on more practical and accessible devices like the MacBook and iPhone.
Will Software Updates Be Enough?
Apple’s upcoming visionOS 2.4 update will undoubtedly improve the Vision Pro experience, but it’s unlikely to fundamentally change the product’s trajectory. While AI tools, immersive content, and multi-user functionality add value, they do not solve the device’s core weaknesses—its high price, limited real-world utility, and lack of a compelling must-have feature.
At this point, Apple seems to be relying on incremental software updates to buy time while it works on future hardware improvements. Consumers, however, may not be willing to wait. To achieve true mainstream adoption, Apple will likely need to introduce a second-generation Vision Pro, one that either dramatically lowers the price or delivers truly groundbreaking features that justify its cost.
Until then, Vision Pro may remain a niche product—one that showcases Apple’s technological ambition but fails to reach its full commercial potential.