Sales of the $3,499 Apple Vision Pro aren't going as expected, in fact Apple has apparently halved production for 2024. They were originally planning to sell 800,000 units, but the revised target is now 400,000 units.

Mind you, it'd be a stretch to call the Vision Pro a 'fail'. Maybe.

For two reasons. First, Apple still sold 200,000 units, which is a lot considering it costs so much, and it is only available in the US.

Second, according to Tim Cook, some of these buyers are not what you'd call 'average' buyers.

During Apple's first quarter 2024 earnings call, Tim Cook said over half of the Fortune 100 companies have bought the Vision Pro and are using it.

And this, he says, it's just the beginning.

He didn't name names, but if he said that, it means it is (probably true). Or at the very least it is a better-looking, more corporate-friendly version of the truth.

Still, it remains to be seen what that means in the long term. The VR headset race, or 'Spatial Computing' as Apple calls it, is probably just getting started.