Technologies
Why Apple Vision Pro’s $3,500 Price Makes More Sense Than You Think
Commentary: Apple’s first headset is too expensive for most people. But there are a few reasons why it isn’t so farfetched.
Apple announced its long-awaited Vision Pro mixed reality headset at its Worldwide Developers Conference on Monday, signaling its first major new product in almost a decade. The problem? You’ll have to pay $3,500 to try it.
That’s a lot (even for Apple), sparking a deluge of Twitter memes and a collective groan from the audience present at Apple’s conference.
Behind those jokes, there’s a valid point. At $3,500, Apple’s Vision Pro costs more than three weeks worth of pay for the average American, according to Bureau of Labor Statistics data. It’s also significantly more expensive than rival devices like the upcoming $500 Meta Quest 3, $550 Sony PlayStation VR 2 and even the $1,000 Meta Quest Pro.
It tops many other Apple products in terms of price too. Buying an iPhone 14 Pro Max, a 12.9-inch iPad Pro and an Apple Watch Ultra would still be cheaper than an Apple Vision Pro (although it comes fairly close.) Shipments of virtual and augmented reality headsets also plummeted in 2022, according to International Data Corporation statistics published in March, adding to the skepticism.
In an interview Tuesday with ABC News’ Good Morning America, Apple CEO Tim Cook acknowledged the headset’s price when asked if the average person would be able to afford it.
«I think people will make different choices depending upon their current financial situation,» he said.
To call Apple’s new headset expensive may be an understatement. But once you step back and look at the larger picture beyond the initial sticker shock, that eye-watering price starts to make a little sense.
More from WWDC 2023
Vision Pro’s price is comparable to a high-end Mac
Despite Vision Pro’s high price, it’s far from being the most expensive computer Apple sells. There’s another Apple computer that’s roughly double the price, the $6,999 Mac Pro, which just got its first major refresh since 2019 at WWDC on Monday. Apple’s modular desktop powerhouse is designed for professionals rather than everyday consumers, meaning it’s not intended for everyone.
The new Mac Pro is $6,999.
Even the MacBook Pro can get more expensive than most may realize once you configure it with high-end specifications. Like Vision Pro, a 16-inch MacBook Pro with Apple’s M2 Max processor, 32GB of unified memory and 1TB of storage will run you $3,499.
Years of research and development are also likely reflected in Vision Pro’s price. Since it’s an entirely different type of computer compared to the Mac, iPhone or iPad, Apple had to develop new technologies such as the R1 chip, which processes data from the headset’s 12 cameras, five sensors and six microphones. Mike Rockwell, vice president of Apple’s technology development group, even said during the WWDC keynote that the company filed over 5,000 patents during Vision Pro’s development. That effort certainly shows, according to CNET’s Scott Stein, who was impressed with the headset’s fidelity, video quality and interface.
«The engineering and depth of engineering in it is mind blowing,» Cook also said during the Good Morning America interview. «You’ve got more than a 4K experience in each eye. And, of course, it doesn’t come for free. It costs something to do that. «
That said, there’s a key difference that can make Vision Pro’s price more difficult to swallow compared with the MacBook Pro or Mac Pro. Both of those products are well established and have proven their usefulness to the creative professionals willing to pay for them. Vision Pro, however, is an entirely new product category that most people aren’t familiar with yet. It has yet to prove its value, and most people outside of Apple’s campus haven’t used it — except for select press that have gotten to try it in a demo controlled by Apple.
Microsoft’s HoloLens 2 is the same price as Vision Pro
Microsoft’s HoloLens 2
Long before there was Vision Pro, there was Microsoft’s HoloLens, a head-mounted computer that also sought to change the way we work by overlaying digital graphics on top of the real world. The original HoloLens debuted in 2015 and the second version arrived in 2019 for $3,500 — the same price as Apple’s Vision Pro.
On one hand, that makes Vision Pro’s price more sensible. But there are some important differences between Apple’s new head-mounted computer and the HoloLens to consider. Take one look at Microsoft’s website for the HoloLens 2, and it’s clear the company sees this as an enterprise device more than a personal computer.
While the HoloLens may have initially been positioned as the next generation of computing, Microsoft is now primarily touting its usefulness in fields such as manufacturing, construction, health care, engineering and education. For companies and institutions, that makes purchasing a HoloLens 2 more like investing in a new piece of equipment rather than buying a new computer. Apple, however, seems to be targeting Vision Pro at everyday consumers that want a bigger canvas for working, watching movies and participating in FaceTime calls.
New tech gadgets usually get cheaper over time
Apple’s Vision Pro headset
First-generation technology products are typically expensive and limited compared with their successors. When the iPhone arrived in 2007, there was only one model and it started at $500, or roughly $749 in 2023 when adjusted for inflation. It included a paltry 4GB of storage, only one camera and just 15 apps. Even though Apple’s top-of-the-line iPhone 14 Pro will still cost $1,000 or more, Apple now sells several iPhones and different price ranges.
That includes the $429 iPhone SE, which has 16 times as much storage as the entry-level first iPhone, a significantly larger 4.7-inch screen compared to the original’s 3.5-inch display, a fingerprint reader and many other technologies that weren’t widely available back in 2007. And by 2023’s standards, the iPhone SE is about $320 cheaper than what Apple charged for the first iPhone.
An original Apple iPhone on display during MacWorld in San Francisco, California, on Tuesday, Jan. 9, 2007.
A more direct comparison might be looking at the trajectory of virtual reality headsets. When the first Oculus Rift launched in 2016, it cost $599 and needed to be tethered to a powerful computer in order to work. But today’s Meta Quest 2 costs half the price at $300 and works wirelessly.
My point: Technology gets more affordable and more advanced over time. Don’t get me wrong, Vision Pro’s price will almost certainly prevent the current iteration of Apple’s headset from becoming as ubiquitous as the iPhone or Apple Watch.
However, that might not be the point — at least not right now. With Vision Pro, Apple is trying to establish what it believes will be the next major evolution of the personal computer. That’s a bigger goal than selling millions of units on launch day, and a shift like that doesn’t happen overnight, no matter what the price is. The version of Vision Pro that Apple launches next year likely isn’t the one that most people will buy.
Technologies
Xbox Set to Bring Resident Evil, Star Wars and More to Xbox Game Pass
Subscribers can play several other games, including the original Final Fantasy in all its 2D glory, on Game Pass in January.
Resident Evil Requiem, the ninth game in the main Resident Evil series, is set to be released on Feb. 26. Xbox Game Pass subscribers can prepare for Requiem by playing Resident Evil Village, the most recent entry in the series, starting on Jan. 20.
Xbox Game Pass offers hundreds of games you can play on your Xbox Series X, Xbox Series S, Xbox One, Amazon Fire TV, smart TV and PC or mobile device, with prices starting at $10 a month. While all Game Pass tiers offer you a library of games, Game Pass Ultimate ($30 a month) gives you access to the most games, as well as Day 1 games, like Call of Duty: Black Ops 7, added monthly.
Here are all the games subscribers can play on Game Pass soon. You can also check out other games the company added to the service in December, including Marvel Cosmic Invasion.
Note: «Handheld» means a game is optimized for handheld play.
Don’t miss any of our unbiased tech content and lab-based reviews. Add CNET as a preferred Google source.
Brews & Bastards (cloud, PC and Xbox Series X/S)
Game Pass Ultimate, Game Pass Premium and PC Game Pass subscribers can play now.
What’s a hero gotta do to get a drink around here? Choose an inebriated hero to travel deep under a tavern in search of the stolen Brew Stone. You’ll explore tavern-themed dungeons and use bar-inspired weapons, like high-caliber champagne bottles, to blast through drunken demons and other boozy monsters. And if you’ve ever called one of your exes a drunken demon, maybe this game will be a little cathartic for you.
Little Nightmares Enhanced Edition (cloud, handheld, PC and Xbox Series X/S)
Game Pass Ultimate, Game Pass Premium and PC Game Pass subscribers can play now.
Little Nightmares is back in high-quality 4K and 60 frames per second in this enhanced edition of the dark tale. You play as a lone child trapped in a massive world inhabited by monstrous versions of adults called the Maw. All you can do is run from these creatures, but you’ll also have to sneak and hide to throw them off your trail if you want to survive.
Atomfall (cloud, console, handheld and PC)
New to Game Pass Premium. Previously on Game Pass Ultimate and PC Game Pass.
The Windscale fire was the worst nuclear disaster in the UK’s history, and it’s estimated that it caused between 100 and 240 cancer-related deaths. Atomfall asks, «What if Windscale was similar in magnitude to the disaster at Chornobyl?»
This game takes place five years after a far more devastating Windscale disaster. You’ll encounter gangs of bandits, cults and rogue government agencies throughout the quarantine zone in the beautiful Lake District, in northern England. It’s up to you whether you avoid conflict or charge into the heat of battle, but resources are scarce, so maybe don’t go in guns blazing every chance you get.
Lost in Random: The Eternal Die (cloud, Xbox Series X/S, handheld and PC)
New to Game Pass Premium. Previously on Game Pass Ultimate and PC Game Pass.
You’re the once-great ruler of Random, Queen Aleksandra, and you’re on a mission of vengeance and redemption in this fast-paced rogue-like game. You’ll fight monsters and beasts with four unique weapons, plus powerful card-based abilities and relics. But death isn’t final here, so if you fall, you’ll return to Sanctuary to rearm, upgrade and prepare for your next run.
Rematch (cloud, PC and Xbox Series X/S)
New to Game Pass Premium. Previously on Game Pass Ultimate and PC Game Pass.
Tackle, dribble and score in this team-based football game (or soccer, depending on your locale). This game was designed for 5v5 online multiplayer matches where players control a single athlete. That means you’ll have to coordinate and plan with the rest of your co-op teammates if you want to win. And with no player stats to give one person an advantage over another, coordination is the key to success.
Warhammer 40,000: Space Marine – Master Crafted Edition (cloud, PC and Xbox Series X/S)
New to Game Pass Premium. Previously on Game Pass Ultimate and PC Game Pass.
You are Capt. Demetrian Titus, an Ultramarine in the Imperium of Man tens of thousands of years from now, and it’s up to you and your squad to help reclaim the Forge World Graia from an Ork horde. Originally released in 2011, this third-person shooter has been remastered for modern consoles with enhanced character models, a modernized control scheme and more. So grab your chainsword and bolter and get ready to fight. For the Emperor!
Final Fantasy (cloud, Xbox Series X/S and PC)
Game Pass Ultimate, Game Pass Premium and PC Game Pass subscribers can play on Jan. 8.
This is the game that started it all. Join the Warriors of Light on a journey to restore power to the Crystals and save their home world. The remastered version of this game introduces enhanced gameplay features, including auto-battle and more, to your screen.
Star Wars Outlaws (cloud, PC and Xbox Series X/S)
Game Pass Ultimate and PC Game Pass subscribers can play on Jan. 13.
Luke Skywalker and the Jedis are cool and all, but who didn’t want to be a cool smuggler like Han Solo? This open-world Star Wars game lets you become just that. You play as Kay Vess, a scoundrel looking for freedom and a new life. You’ll fight, steal and outsmart crime syndicates from around the galaxy. But the Empire is out there, too, so watch your back.
My Little Pony: A Zephyr Heights Mystery (cloud, console, handheld and PC)
Game Pass Ultimate, Game Pass Premium and PC Game Pass subscribers can play on Jan. 15.
Go on an adventure with Sunny, Hitch, Izzy, Pipp, Zipp and Misty as you try to solve a mystery together. Strange music is turning the world upside down, and it’s up to you and your friends to use your powers to put a stop to the music.
Resident Evil Village (cloud, console and PC)
Game Pass Ultimate, Game Pass Premium, PC Game Pass subscribers can play on Jan. 20.
The latest entry in the mainline Resident Evil series puts you back in the shoes of Ethan Winters as he ventures into a haunting European village in search of his abducted daughter. You’ll fight lycans, vampires and other monstrous creatures as you try to uncover why your daughter was taken and your wife was murdered.
MIO: Memories in Orbit (cloud, handheld, PC and Xbox Series X/S)
Game Pass Ultimate, PC Game Pass subscribers can play on Jan. 20.
Get ready to explore a treacherous ship in this sci-fi metroidvania game. You play as Mio, a nimble android who wakes up in the Vessel, a spaceship drifting aimlessly through the stars. The ship’s machines have gone rogue, and vegetation has taken over parts of the Vessel. It’s up to you to figure out what happened to the Vessel and the ship’s purpose.
Games leaving Xbox Game Pass on Jan. 15
While Microsoft is bringing those games to different Game Pass tiers this month, the company is also removing these games from the service on Jan. 15. So, you still have some time to complete your campaign or any sidequests before you have to purchase these games separately.
For more on Xbox, discover other games available on Game Pass now and check out our hands-on review of the gaming service. You can also learn about recent changes to the Game Pass service.
Technologies
We’ve Found the Coolest, Most Futuristic Tech at CES 2026. And the Show Just Started
We’ve already had a day to trawl for our favorite cutting-edge technology. Neat stuff abounds!
We have people all over the show floor and beyond at CES, searching for the most interesting, innovative and cutting-edge tech available. A ton of useful new information is also available, which you can find on our CES 2026 live blog and in our CES hub.
The show floor opened Tuesday, and we had a lot of preview time beforehand to gawk at some CES staples, such as robots, electronic toys, phones and more. I’ll be back here to top off our fun finds regularly throughout the show.
Technologies
Grab This Tariff-Busting Xbox Series X Deal and Save $44 While You Can
You can bag a 1TB Xbox Series X for just $606, but act fast, since we don’t know how long this deal will last.
Ever since tariffs and other economic uncertainty led to Xbox price increases in late 2025, things have gotten expensive. A 1TB Xbox Series X now sells for $50 more than it used to, and there is little sign of these prices improving anytime soon.
Thankfully, every so often, a deal pops up that helps make things a little more affordable like this Walmart discount that slashes that same Series X to just $606. The catch? Well, there isn’t one. But we don’t expect this deal to last for long, so make sure to get your order in soon before it leaves for good.
The Xbox Series X has been around for a while now, so there are no surprises with what you get in the box. The Series X comes with a 1TB SSD for storage, and you get a controller in the box. This version also has a disc drive for installing games and watching Blu-ray movies, too.
Hey, did you know? CNET Deals texts are free, easy and save you money.
You can look forward to watching 4K content and playing 4K games, as well as enjoying audio options such as Dolby Digital, Dolby TrueHD and DTS. All of that makes this a capable machine, whether you want to watch content or play games.
CHEAP GAMING LAPTOP DEALS OF THE WEEK
Why this deal matters
It’s unlikely that Xbox prices will get any cheaper anytime soon, so deals like this are the best we can expect for a while now. If you’re in the market for an Xbox and have the $604 to spare, then this is probably the time to place your order before it’s too late.
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