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.

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.

mac pro device on a desk next to computer monitor — The new Mac Pro is $6,999.

Dan Ackerman/CNET

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-msft-hololens-2-1436-2 — Microsoft’s HoloLens 2

James Martin/CNET

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 vision pro headset on display at apple event — Apple’s Vision Pro headset

Scott Stein/CNET

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.

Apple iPhone on display in 2007 — An original Apple iPhone on display during MacWorld in San Francisco, California, on Tuesday, Jan. 9, 2007.

Eric Slomanson/Bloomberg via Getty Images

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

I Used to Tell People Wi-Fi 7 Routers Were a Waste of Money. CNET’s Lab Data Just Proved Me Wrong

Technologies

My Camera Test: Comparing the $499 Pixel 10A With the Galaxy S25 FE, Motorola Edge

The Pixel 10A’s cameras are similar to those on the 9A, but it still performs quite well compared to other phones in its price range.

Google’s $499 Pixel 10A uses nearly the same cameras as last year’s Pixel 9A, but I wanted to see how its photos directly match up to its midrange Android rivals: the $650 Samsung Galaxy S25 FE and the $550 Motorola Edge.

I traveled with all three phones around St. Petersburg, Florida, checking how flexible each was in different environments, from bright outdoor settings to an indoor coffee shop and an evening brewery. All three environments can be challenging for the small image sensors on each phone.

While I find the cameras on all three phones to have different strengths and weaknesses depending on the setting, I’m quite impressed with how the Pixel 10A keeps up. In my tests, the photos include lots of detail, even though certain settings appear to involve a lot of processing to improve them.

Wide and telephoto cameras

Starting with photos taken on the sidewalk in downtown St. Petersburg, I notice that all three phones handle bright sunlight slightly differently, especially how it’s depicted on the street.

For the Pixel 10A, the sun provides a slight exposure mark over the Bay First sign at the top of the frame, but it remains fairly cordoned off to focus on the rest of the streetscape. Zooming in, you can see the Century 21 location, but the street is captured in the most detail, with the phone’s camera maintaining its natural gray color.

For both the Galaxy S25 FE and the Motorola Edge, the sun has a more pronounced effect on the rest of the image. The pavement’s color is notably brighter. I also find both the S25 FE and the Edge have slightly more clarity on the business signs on the Bay First building, including the aforementioned Century 21 logo.

Since the S25 FE and the Edge each include a telephoto camera that supports 3x optical zoom, I took a photo at that zoom with each phone. The Pixel 10A uses digital zoom on the phone’s 48-megapixel wide camera, but a lot of the scene’s detail remains preserved.

The Pixel’s zoom photo provides a clear view of the 7th St N sign, the trees and the plants. However, if you look further back at the next intersection, you’ll notice that the 7th St S sign and the Colony Grill are much harder to see. It’s those smaller details that are captured by the S25 FE and the Edge, both aided by telephoto cameras, making them more visible.

Of the three zoom photo examples, I feel like the S25 FE has the best color reproduction while also retaining details like the signs further back. Even though the photo was taken with the S25 FE’s 8-megapixel telephoto camera rather than its 50-megapixel wide camera, the colors remain complementary when comparing the 1x to the 3x. Meanwhile, the Edge’s 10-megapixel telephoto camera looks quite a bit different from the 50-megapixel wide camera — the whole image has a more yellowish hue.

Ultrawide cameras

Moving inside the Southern Grounds coffee shop, I decided to use the ultrawide cameras to capture my sausage, egg and cheese on toast. The three photos came out wildly different.

The Pixel 10A’s 13-megapixel ultrawide and S25 FE’s 12-megapixel ultrawide have a more balanced set of colors and details, in my opinion. The wheat toast appears lighter in the Pixel’s photo than in the darker hues captured by both the S25 FE and the Edge.

When zooming into my notebook, however, the Pixel and S25 FE captured more of the page markings, details that blur together more in the photo taken by the Edge. While the Edge’s 50-megapixel ultrawide camera is a higher-spec number, I noticed it had a harder time distinguishing toast levels, giving more of it a darker look. If I hadn’t eaten it myself, I’d have thought it was burned based on the Edge’s photo.

Night photography

Moving over to a nighttime setting, I used the three phones to take photos outside of 3 Daughters Brewing. I felt like all three did a decent job at producing the colors of the building, but they differ in how they handle light sources.

Both the Pixel and the S25 FE tone back the glare produced by the various lighting fixtures. Meanwhile, the Edge’s photos show noticeable streaks that dominate the sky. When inspecting the photos more closely, I find that the Galaxy captured a sharper view of the furniture, like in the Connect 4 set next to the blue chairs in the center of the frame. The same details are visible in the Pixel’s and the Edge’s depictions of the scene, but they appear smudgy by comparison.

This type of scene needs to take advantage of a phone’s processing power in order to iron out visibility issues, and I do find that the Edge appears to come up short here in this regard, with a lot of noticeable image noise.

Selfies

Each phone takes selfies with noticeable differences in style and color choices. For this test example, I’m in a well-lit daytime room with natural light from a window. The 12-megapixel front-facing camera on Google’s Pixel 10A brightened up my face as if there was a light in front of me, and captured a decent amount of the details of my hair and face.

The front-facing camera on Samsung’s Galaxy S25 FE shows a noticeably darker color tone, but it still captures a similar shade of orange on the wall behind me. Of the three photos, I felt like the S25 captures the most details, including strands of hair, and defaulted to a closer crop than the other two.

The photos taken by the 50-megapixel selfie camera on the Motorola Edge feel a bit smoothed out. The orange color on the wall is noticeably different from the Pixel and the S25 FE, though it does capture a lot of my face details, from hair strands to the fabric textures on my shirt.

The $499 Pixel 10A camera keeps up and, in some cases, exceeds the detail captured by the slightly more expensive $550 Motorola Edge and $650 Galaxy S25 FE. I’m quite impressed by how the Pixel camera handles colors and low-light environments, but the phone’s processing work sometimes makes scenes appear brighter than they are in real life.

The Galaxy S25 FE is no slouch either, with a third telephoto lens for capturing more detail farther away. While I did find the Motorola Edge to struggle in low light, it is one of the lowest-cost phone options currently available for someone who must have a 3x optical telephoto camera.

But if you can live without the telephoto lens, the Pixel 10A’s low cost and photography abilities will likely be a good fit for most people.

Google’s Pixel 10A Looks Stylish for a Low-Cost Flagship Phone

+15 More

See all photos

Technologies

Today’s NYT Strands Hints, Answers and Help for March 14 #741

Here are hints and answers for the NYT Strands puzzle for March 14, No. 741.

Looking for the most recent Strands answer? Click here for our daily Strands hints, as well as our daily answers and hints for The New York Times Mini Crossword, Wordle, Connections and Connections: Sports Edition puzzles.

Does today’s date seem memorable to you? If so, today’s NYT Strands puzzle might be easy. Some of the answers are difficult to unscramble, so if you need hints and answers, read on.

I go into depth about the rules for Strands in this story.

If you’re looking for today’s Wordle, Connections and Mini Crossword answers, you can visit CNET’s NYT puzzle hints page.

Read more: NYT Connections Turns 1: These Are the 5 Toughest Puzzles So Far

Hint for today’s Strands puzzle

Today’s Strands theme is: A math teacher’s favorite dessert.

If that doesn’t help you, here’s a clue: 3.14

Clue words to unlock in-game hints

Your goal is to find hidden words that fit the puzzle’s theme. If you’re stuck, find any words you can. Every time you find three words of four letters or more, Strands will reveal one of the theme words. These are the words I used to get those hints but any words of four or more letters that you find will work:

RITE, SPIT, TIPS, STAT, STATE, GIVE, RUST, FINE, LAZE, SURE, PEAL

Answers for today’s Strands puzzle

These are the answers that tie into the theme. The goal of the puzzle is to find them all, including the spangram, a theme word that reaches from one side of the puzzle to the other. When you have all of them (I originally thought there were always eight but learned that the number can vary), every letter on the board will be used. Here are the nonspangram answers:

VENT, CRUST, FRUIT, EDGES, GLAZE, FILLING, LATTICE

Today’s Strands spangram

Today’s Strands spangram is HAPPYPIDAY. To find it, start with the H that’s six rows down and three to the right from the upper-left corner, and make — well, a pie shape.