Apple lifted the Vision Pro’s entry price to $3,699, up $200 from its February 2024 launch at $3,499. The hike arrived with a brief outage of Apple’s online store, which returned displaying higher prices for HomePod mini, MacBook Air, iPad line‑up and several Mac models. iPhone, AirPods and Studio Display stayed untouched.

At roughly seven times Meta’s $499 Quest 3, Vision Pro’s cost remains its biggest adoption obstacle. Analysts note the headset commands about 5% of the XR market while Meta’s devices hold near 75%. The price disparity has limited consumer uptake despite Apple’s M5 chip refresh and dual‑knit band introduced in late 2025.

CEO Tim Cook told the Wall Street Journal that soaring memory and storage costs make such adjustments “unavoidable,” a rationale echoed across the company’s latest price revisions. By raising a premium headset that already sits at the high end of consumer budgets, Apple widens the gap between its XR ambitions and realistic market demand.

The move signals that Apple will not chase volume with Vision Pro but will protect margins on its flagship AR offering. Consumers considering the device now face a price tag that rivals high‑end laptops, reinforcing the headset’s niche status rather than a mass‑market product.