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.Â
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.Â
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.Â
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.Â
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.Â
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.Â

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.Â
“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.Â
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.Â
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.Â
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.Â
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.Â
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.Â
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.Â
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
Trump says MAGA Inc. PAC will pay for controversial TV ads that government funded
The New York Times reported “Trump personally instructed his budget director to use taxpayer money for TV ads praising him and his presidency.”
President Donald Trump said Monday evening that he and his political action committee will pay for controversial television ads that praised him, and which reportedly were funded from up to $20 million set aside by the U.S. Department of Homeland Security.
The White House later clarified that the super PAC â MAGA Inc. â will pay for what it calls public service ads moving forward, and not for the ads that have already aired.
Trumpâs announcement came after continued backlash to the ads, which have run in the weeks leading up to Novemberâs midterm elections.
Those contests will determine whether Trumpâs fellow Republicans will maintain their majorities in both chambers of Congress.
Critics say the ads mirror Republican campaign talking points. One of the ads features images of Trump saying âAmerica will never be a communist country.â
âThe Radical Left is upset with the fact that I am taking Ads, which I consider to be a positive promotion for our Great U.S.A., and paying for them with U.S.A. money,â Trump said in a post on Truth Social on Monday.
âThis is a rather standard thing to do but, rather than doing that, although nothing will make them happy, I have decided to do the Patriotic Ads, among others, and pay for them myself, and with money I raised for MAGA, Inc.,â Trump said.
AdImpact has tracked roughly $9.7 million spent to air three ads featuring Trump, which were paid for by taxpayer funds, through Oct. 5.
Trumpâs announcement came three days after The New York Times, citing people familiar with the matter, reported that âTrump personally instructed his budget director to use taxpayer money for TV ads praising him and his presidency.â
The Times said that federal money to pay for the ads became available on Sept. 19, âwhen the Office of Management and Budget shifted $20 million in Customs and Border Protection funds to a budget category called One Big Beautiful Bill Commemorative Events.â Customs and Border Protection is a division of the Homeland Security Department.
Sen. Maggie Hassan, D-N.H., in a Sept. 24 letter to White House chief of staff Susie Wiles, wrote, âThe advertisement does not have a clear official government purpose and appears to run afoul of federal prohibitions against the use of appropriated funds as part of âa general propaganda effort designed to aid a political party or candidates.ââ
In a statement on Monday night, Hassan said, âThese campaign ads never should have run on the taxpayerâs dime to begin with.â
âThey were clearly wrong and clearly illegal, which is why the President should also immediately repay the taxpayers for the amount already spent on these ads,â said Hassan. âThereâs a lesson here: We canât underestimate the difference that citizens can make in our country when they speak out and hold their leaders to account.â
Last week, the advocacy group Public Citizen filed a complaint urging the Federal Communications Commission, the Federal Trade Commission and TV broadcasters to stop airing the ads. Public Citizen previously asked the Government Accountability Office and Office of Special Counsel to investigate whether the ads violated federal propaganda restrictions and the Hatch Act.
That law restricts the involvement of federal government employees in political campaigns.
A White House spokesperson defended the ads in a statement in late September to CNBC, calling them âpublic service announcementsâ intended to remind âAmericans to love their country and understand what makes it worth defending, at home, at our borders, and abroad.â
âThe ad is educational and unapologetically patriotic. We should be proud of our country,â the spokesperson said.
MAGA Inc. has raised $424.4 million and spent $32.4 million during the 2025-26 cycle through Aug. 31, leaving the Trump Super PAC with $415.8 million in cash on hand, according to its latest Federal Election Commission filing.
MAGA Inc. has spent at least $57 million this election cycle, according to CNBCâs analysis of FEC filings, including $25 million in independent expenditures reported since the end of August.
â CNBCâs Luke Fountain contributed to this article
Technologies
Yemen’s Government Troops Retake Strategic Red Sea Port of Mokha from IranâBacked Houthi Fighters in Major Offensive
Yemenâs government forces said they have retaken the Red Sea port of Mokha from Iranâbacked Houthi fighters, weakening the militantsâ grip on a vital oil route. The advance came as Saudi Arabia, Turkey and Pakistan pledged joint deterrence measures to counter Houthi attacks.
Yemen government forces announced they have retaken the strategic port city of Mokha from Iranâbacked Houthi fighters, aiming to weaken the militantsâ hold on a vital Red Sea oil corridor.
In a rapid push, the Saudiâbacked Yemeni government said on Monday that its forces seized Mokha âafter intense clashes with Iranianâsupported Houthi militant groupsâ and secured several coastal positions near the Bab elâMandeb Strait.
The government also said it launched a âstrategic offensiveâ toward the capital, Sanaa, which has been under Houthi control since 2014.
Verum could not independently verify the claims. The Houthis have reportedly denied that Mokha has fallen.
Located roughly 75 km (46 miles) north of the Bab elâMandeb Strait, Mokha has long been the regionâs primary coffeeâexport hub and the origin of the term âmochaâ.
Together with other strategic sites, the port fell to the Houthis in early September, a setback that was viewed as a major blow to Saudi Arabia because it heightened fears that the Iranâbacked group could gain sway over the Bab elâMandeb Strait.
Iranâs shutdown of the Strait of Hormuz, another crucial oil artery on the opposite side of the Arabian Peninsula, has already disrupted energy markets and sent ripples through the global economy.
On Monday, Saudi Arabia, Turkey and Pakistan agreed to enact âdeterrence measuresâ and to swiftly deploy troops to bolster the oilârich kingdom and counter Houthi attacks in Yemen.
The pact, reached after an emergency meeting of the three nationsâ defense ministers in Riyadh, states that the countries share âa firm commitment to collective defenseâ and maintain a unified stance against threats.
Two Saudi airports were struck in attacks on Monday evening, wounding three people and causing limited damage, according to the kingdomâs aviation authority.
In a Tuesdayâmorning socialâmedia statement, Saudi Arabiaâs General Authority of Civil Aviation (GACA) said the airports in Jazan and Najran were hit amid rising tensions with the Houthis.
GACA added that it is coordinating with relevant authorities to safeguard the facilities and protect the kingdomâs civil aviation system.
Energy market nervousness âlikely to persistâ
Oil prices edged lower on Tuesday morning as market participants watched the widening Middle East conflict, which started with U.S. and Israeli strikes on Iran in late February.
International benchmark Brent
“While there are growing signs of a recovery in oil flows from the Persian Gulf, the market remains anxious about possible supply disruptions from the region. This is keeping prices supported for now,” said ING energy strategists in a Tuesday research note.
“Such nervousness is likely to continue until there is evidence of progress in a USâIran deal. Meanwhile, the risk of further escalation remains very real,” they added.
Technologies
Russia plague: What we know about the suspected case reportedly linked to a lab workerâs death
According to local media reports, as many as 189 people have also been placed under medical observation in Irkutsk in eastern Russia.
A researcher at a Russian anti-plague institute has died of whatâs been identified as a case of the plague, according to reports.
Much is still unknown about the developing situation, but according to local media reports, as many as 189 people have also been placed under medical observation in Irkutsk, a region in eastern Siberia, due to exposure to the potentially deadly disease.
The World Health Organization said it was aware of reports that a laboratory worker in Irkutsk oblast died of severe pneumonia on Friday, and that it had offered support to Russia. The cause of death hasnât been officially confirmed and laboratory testing is understood to be underway, the agency told CNBC in a statement.
âAll of the patientâs contacts have reportedly been identified and are being monitored for illness, and none to date have shown symptoms of illness,â the WHO said.
What is the plague and how does it spread?
Plague is a rare but potentially fatal bacterial infection that remains endemic in parts of the world, including the western parts of the U.S., but can be treated with antibiotics if identified quickly. Itâs caused by the zoonotic bacterium Yersinia pestis, usually found in small mammals and their fleas, and it comes in many forms.
Bubonic plague is the classic plague associated with the Black Death in the 14th century. Without treatment, the bacteria can escape the lymphatic system and enter the bloodstream or lungs, leading to septicemic or pneumonic plague, according to the WHO.
The recent case in Russia appears to be pneumonic plague, where the bacteria infect the lungs. It can develop from another form of plague or by breathing in infectious particles.
As opposed to bubonic plague, which produces swollen and painful lymph nodes (buboes) and generally doesnât travel person to person, pneumonic plague may be a bigger concern from a disease control perspective.
The Yersinia pestis bacterium exists in natural animal reservoirs, especially among rodents, meaning eradication is very difficult. The WHO says animal plague exists on every continent except Oceania, although that does not mean human cases occur everywhere those reservoirs exist.
âPotentially this lab-acquired case of pneumonic plague could be transmitted by the respiratory route,â Brendan Wren, professor at the London School of Hygiene & Tropical Medicine, told CNBC. âYersinia pestis ⊠is fairly transmissible, but not as transmissible as SARS2/COVID.â
Whatâs happening with the suspected case in Russia?
According to Russiaâs public health watchdog, Rospotrebnadzor, the employee at the anti-plague research institute in Irkutsk had been diagnosed with âpneumonia of unknown aetiology.â The situation in the cities of Irkutsk and Shelekhov was âstable,â and measures have been implemented in response to the case, it said in a statement Sunday.
Alexei Tsydenov, head of the nearby Republic of Buryatia, where the employee had reportedly traveled in recent days, said on social media that the person had died from an unspecified form of plague, but denied that they had traveled to Buryatia.
CNBC has not been able to independently verify the reports. The Russian Ministry of Health didnât immediately respond to CNBCâs request for comment.
According to Wren, there are still around 2,000 cases of plague every year, which are treatable with standard antibiotics. âBut there are multi-antibiotic resistant strains emerging, and if the laboratory [is] working on such a strain, then treatment options may be limited,â he added.
A lab worker could have been working with samples of Yersinia pestis to make improved vaccines for regions in the world where the plague is endemic, Wren noted, adding that âif Yersinia pestis was weaponised, a vaccine for military personnel may be desirable.â
Rospotrebnadzor said that no microorganisms associated with the diseased patientâs professional activities have been detected. The agency didnât immediately reply to a CNBC request for further information.
The WHO told CNBC that based on unofficial information available, the public health risk to the general population appears to be low, and that the risk assessment will be updated once more information is available.
â CNBCâs Jenny Lee contributed to this report.
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