Apple Vision Pro Stuck in a Dilemma Due to Sparse Immersive Video Library
According to a recent report by Mark Gurman in his Power On newsletter, Apple's Vision Pro headsets are facing a "Catch-22" situation in terms of sales, primarily due to a sparse library of immersive videos.
Gurman pointed out that since its launch, the Vision Pro has had lukewarm sales. He estimates that the headset's shipments in the US are "nowhere near a million units." This was further confirmed during Apple's recent earnings call, where CEO Tim Cook seemed surprised by questions related to Vision Pro, indicating a lack of significant market response.
The high price tag of $3,500 is a major barrier for average consumers. While the headset performs well for professionals, it lacks a clear application direction for the general public, making it less appealing.
Moreover, the immersive video library for Vision Pro is extremely limited. For example, the NBA 2025 All-Star Game ended half a year ago, but Vision Pro still only has the 2024 All-Star Game highlights. There are only a few episodes of TV+ documentaries like "Wildlife" and "Adventure" that are compatible with immersive video. Shows like "Elevated" and "Concert for One" have only one or two episodes available in immersive format.
Interestingly, Gurman revealed that Apple has actually shot a large number of immersive videos but is deliberately holding back to avoid depleting its video inventory in the face of sluggish sales. This has created a paradox where Apple needs immersive videos to boost sales, but poor sales prevent the company from releasing more videos.
Gurman also mentioned that while Apple is encouraging third-party production of Vision Pro videos and companies like Blackmagic have adapted their software for immersive video workflows, if Apple itself is reluctant to release more immersive videos, it is unlikely that third-party companies will take the initiative to adapt.
