Tim Cook admits the truth about Vision Pro after weak sales

The Wall Street JournalBen Cohen interviewed Apple CEO Tim Cook this summer about Vision Pro, innovation, Apple intelligence and more.

Image source: Vanity Fair

Cook acknowledged that the Vision Pro headset is not a mass-market product due to its high price.

“At $3,500, it’s not a mass-produced product,” Cook said. “It is currently an early adopter product. People who want to have tomorrow's technology today – that's what it's intended for. Luckily, there are enough people in this camp to make it exciting.”

In July, research firm IDC estimated that Vision Pro sales would be below 500,000 units this year.

Cohen said Apple's approach to innovation can be described in four words: “Not the first, but the best.”

“We have no problem not being first,” Cook said. “It turns out it takes a while to really be great. It requires many iterations. You have to take care of every detail. Sometimes it takes a little longer to do this. We'd rather put out something like this product and that kind of contribution to people compared to putting something out first is fantastic. However, if we can only do one thing, there is no doubt. If you talk to 100 people, 100 would tell you: It's about being the best.”

Cook said Apple Intelligence makes the experience of using Apple products “fundamentally different.”

“I think when we look back, it will be one of those air pockets that happened to put you on a different technology curve,” Cook said.

The wide-ranging interview touches on many other topics, including Cook's daily routine, lessons he learned from Steve Jobs, and more.

Bloomberg also published a story today about Cook's role on Nike's board, which he joined in 2005. The report said Cook supported the appointment of Elliott Hill as Nike's new CEO this month after the shoe maker reported declining sales and profits this year. Cook often wears Nike shoes and Apple has collaborated with Nike on several products and accessories over the past few decades.