Apple’s Vision Pro Headset Launches in Europe with Muted Reception

Apple’s Vision Pro headset made a quiet but impactful debut in Europe on Friday, with customers in the UK and other countries getting the chance to try out the high-end device priced at £3,500. The launch in Europe follows the headset’s successful introduction in Asian markets earlier in June.

According to a report from IDC, Apple has quickly climbed to the No. 2 spot in the virtual reality headset market, just behind Meta Platforms. Other top players include ByteDance, Xreal, and HTC.

Despite its high price tag, Apple has captured over 50 percent of the market by value. However, analyst Francisco Jeronimo pointed out that the success of the device will depend heavily on the availability of compelling content. Apple has made progress in this area, with over 2,000 apps now available for the Vision Pro headset.

While Apple has yet to reach 100,000 unit sales in a single quarter since the US launch in February, IDC believes that international launches could help offset weak domestic sales. The firm anticipates that a lower-cost model expected to launch in late 2025 could generate more interest and boost sales.

Apple has reportedly adjusted its sales expectations for the Vision Pro headset downward, with analyst Ming-Chi Kuo suggesting that the company now expects to sell around 400,000 to 450,000 units this year. IDC’s projections align with this estimate, with sales figures potentially increasing with lower hardware prices and more appealing apps.

As Apple continues to expand the availability of the Vision Pro headset and enhance its content offerings, the future of the device in the competitive virtual reality market remains to be seen.