Apple Vision Pro on track for early 2024; Cook uses it "every day"

Apple Vision Pro on track for early 2024; Cook uses it

Tim Cook says he is confident that Apple will be able to deliver the Vision Pro in early 2024. He already uses it every day, Cook said in a call with investors.


The Apple Vision Pro mixed reality headset is scheduled to launch in early 2024. In a call with investors, Apple CEO Tim Cook confirmed this plan. "We're looking forward to shipping early next year. (...) And so we're not going to forecast revenues and so forth on the call today, but we're very excited about it.," Cook said during the call (transcript via Seeking Alpha).

"I'm using the product daily", Cook added. The phrase may have been intended as a response to critics who were surprised that Cook did not personally appear with the Apple Vision Pro during the unveiling.

Apple Vision Pro: Tim Cook as #1 Power User

Production of the $3,500 Vision Pro could be as low as 200,000 units next year, according to market research firm Omdia. For now, the mixed-reality headset is aimed primarily at developers and early adopters.

In the long run, it could pay off for Apple to establish its own standard for spatial computing and gradually introduce more affordable models for the mass market.



This could put Apple in position for a new product category, while the mixed quarterly figures for April to June 2023 presented on August 3 did not meet expectations in every respect. At $39.67 billion, iPhone sales were two percent lower than in the same quarter last year.

One reason may be the upgrade cycles for smartphones, which can now be significantly longer than the one to two years that used to be the norm. On the call, Cook sidestepped a question about the issue.

Apple's total revenue for the third quarter of fiscal 2023 decreased 1.4 percent year-over-year to $81.8 billion. Operating income was $23 billion, while net income increased 2.2 percent year over year to $19.9 billion. Services (including content, App Store, and support) was the best performer, with record revenue of $21.2 billion in Q3 2023.

Sources: Apple, Seeking Alpha, 9to5Mac