According to market tracking firm IDC, Apple's most significant new product in recent years, the Vision Pro mixed reality headset priced at $3,500, has not exceeded 100,000 units in quarterly sales since its launch in the US in February this year.

Since its global launch at the end of June, Vision Pro's sluggish performance in the US market may be offset by sales overseas. However, IDC forecasts that global sales of Apple's Vision Pro this year will still not exceed 500,000 units.

IDC also points out that a more affordable version of Vision Pro, expected to be priced at about half the current version, scheduled for release next year, may reignite consumer interest in 2025. Yet, even in the coming year, significant sales growth may still not materialize.

Francisco Jeronimo, Vice President of IDC, stated, "Regardless of price, the success of Vision Pro ultimately depends on the available content. As Apple expands the product internationally, localized content must also be able to deliver."

Early reactions to Vision Pro have been mixed, with many critics and early adopters praising its advanced technology, while some loyal Apple fans have shown tepid interest. The device's weight and lack of tailored applications and video content are cited as major reasons for avoidance.

Furthermore, since its release, Vision Pro has not significantly improved Apple's quarterly performance.

The underperformance of Vision Pro has prompted Apple's management to reconsider. Reports indicate Apple plans to introduce a more affordable version. Jeronimo of IDC expects sales to double when this headset hits the market in the second half of next year.