According to reports, senior Apple journalist Mark Gurman highlighted in his latest "Power On" newsletter that Apple's Vision Pro headset sales are facing a "catch-22 situation." Gurman noted that since its launch, Vision Pro headset sales have been disappointing, estimating that shipments in the United States are "well below 1 million units." During recent earnings calls, Cook's responses to Vision Pro-related questions seemed to reveal lukewarm market reception.

Notably, the launch of the iPhone 16 has caused iPhone 15 prices to continue declining. According to technology media reports, the iPhone 15 has reached record-low pricing since its market debut, with some platforms offering significant discounts.

Gurman believes that while the Vision Pro headset performs well among professionals, for average consumers, this product priced at $3,500 has limited appeal without clear application directions. Additionally, Gurman pointed out that Vision Pro's immersive video library content is extremely thin. For example, NBA 2025 All-Star Game highlights have not yet been released, while TV+ documentaries like "Wildlife" and "Adventure" only have a few episodes adapted for immersive video.

This indicates that Apple is not releasing so few immersive videos due to lack of content, but is intentionally slowing the pace to avoid "exhausting video reserves" amid weak sales. Gurman stated that Apple's strategy has put the company in a difficult position: it needs immersive videos to drive sales, but poor sales make Apple reluctant to release more video content.

This catch-22 situation may impact the Vision Pro headset's future market performance. The dilemma reflects broader challenges in the emerging VR/AR market, where high prices and limited content create barriers to mainstream adoption.