On December 5th, less than a year after the launch of Apple’s Vision Pro, it is approaching its first holiday sales season amid widespread perceptions of poor sales performance. However, Apple CEO Tim Cook has recently defended the sales performance of Vision Pro using three key terms: ‘early adopter product’. Source: Cook’s X account. Cook is well aware that everyone expects Apple’s new products to immediately set sales records, but he categorizes Vision Pro differently.
In two recent interviews, Cook referred to Vision Pro as an ‘early adopter product’. In an interview with The Wall Street Journal in October, he stated: ‘At a price of $3,500, it is not a mass-market product. Currently, it is an early adopter product for those who want to have future technology – this is its target audience. Fortunately, there are enough people in this group, which is exciting.’ Notably, Cook also mentioned the same view in an interview with Wired magazine today: ‘It is an early adopter product aimed at those who want to have future technology. These people are buying it, and the ecosystem is thriving. For us, the ultimate test is the ecosystem.’ 9to5mac believes that, although some may see it as a gimmick, this definition of ‘early adopter’ helps understand Apple’s positioning of Vision Pro. For Apple, Vision Pro is a completely new attempt, and the company needs time to build an ecosystem and gradually introduce lighter, easier-to-use, and more cost-effective products. If every new Apple product must achieve great success immediately, such pressure could stifle the company’s innovation. By launching products aimed at early adopters, Apple can better balance innovation and market demand, ultimately bringing more valuable products to users. Advertising statement: External links (including but not limited to hyperlinks, QR codes, passwords, etc.) contained in the text are used to convey more information, save selection time, and the results are for reference only. All articles contain this statement.
