Apple already knows and has publicly stated that their high $3500 price limits adoption to a smaller market of enthusiastic (and wealthy) early adopters. Even though this particular 2024 iteration of the product is too expensive to be a mass consumer hit like the 1980s Sony Walkman, the more interesting question is if it can be the start of a new paradigm that will be later filled by cheaper iterations.
Past examples of 1st iteration of products being very expensive but triggers a massive new market:
- 1981 IBM PC costs $5240 in inflation-adjusted 2023 dollars ($1565 in 1981 dollars)
- 1983 Motorola DynaTAC (the "brick phone" ) is $11716 in 2023 dollars ($3995 in 1984)
(And the first flat screen tv I bought in 2003 was $4100 for a 32-inch which is $7000 in today's dollars.)
IBM PCs had the "killer app" with Lotus 123 spreadsheet software as a compelling reason to buy it. Indeed, one of the questions when evaluating cheaper clone computers was "does it run Lotus 123?".
The issue is Apple Vision Pro doesn't have an analogous "killer app". The various demos in the Apple Store and Youtube videos of floating windows in your living room and immersive music videos are "interesting" ... but not indispensable tool for work and life.
It's too early to tell if future cheaper iterations of Apple Vision Pro will eventually take off like other previous expensive products like the IBM PC -- or be relegated to niche status like the over-hyped $5000 Segway.
[1]
https://en.wikipedia.org/wiki/IBM_Personal_Computer