The rise and fall of Apple Vision Pro
Get my custom business breakdown doc for Apple Vision Pro → https://girdley.com/youtube What happened to Apple Vision Pro? This business breakdown explores the rise and fall of Apple Vision Pro, a $20 billion bet that was supposed to define the future of computing but quickly became one of Apple’s most surprising missteps. 👇 SUBSCRIBE for more business breakdowns / @michael-girdley ------------------------------------------------------------------ ► Get my weekly letter to business owners: essential insights to run, grow, and stay ahead in your business → https://links.girdley.com/newsletter-yt ► For sponsorships or inquiries please reach out to: [email protected] ► Do you have a hat I should wear in a video? Send it to us: [email protected] ► Free events on all things small business: https://links.girdley.com/lectures-yt ► Deep dives on businesses for sale: / @acquisitionsanonymouspodcast ► Follow me on Twitter/X: https://x.com/girdley ------------------------------------------------------------------ In this Apple Vision Pro documentary, we analyze how Apple, led by Tim Cook, went all-in on spatial computing—investing billions into AR and VR development, building cutting-edge hardware with 23 million pixels, custom Sony displays, and futuristic eye-tracking technology. Early demand was explosive, with preorders selling out in just 18 minutes and 200,000 units sold within days. But the momentum didn’t last. Despite incredible hardware, the Vision Pro struggled with fundamental issues: a $3,500 price tag, limited real-world use cases, heavy design, and—most critically—a lack of apps. Major platforms like YouTube, Netflix, and Meta never fully supported the ecosystem, leaving users without compelling reasons to keep using the device. By 2025, sales had collapsed. Apple slashed production, cut marketing by 95%, and sold just 45,000 units in a key quarter. Internally, leadership shifted focus away from the headset as Apple realized it had missed a much bigger wave: artificial intelligence. While competitors raced ahead with AI—sparked by the explosive growth of ChatGPT—Apple remained focused on hardware. The company was eventually forced to pivot, even licensing external AI technology to stay competitive. This business case study breaks down: Why Apple’s proven “second mover” strategy failed The fatal mismatch between product and market demand How missing the AI wave changed Apple’s priorities The difference between impressive technology and useful products The rise and fall of Apple Vision Pro is a lesson in strategic blind spots, overconfidence in past playbooks, and the importance of building products people actually want.
