Vision Pro Launch Draws Consumers to Apple Online Store

Traffic reflects intense interest, even higher than for a new iPhone, but hefty price tag puts a lid on conversions. We provide comparisons with Meta’s Quest

Spatial computing is here with the official launch of Apple Vision Pro on February 2, 2024. The 1.4lb virtual reality headset hit the market with grand fanfare and a hefty price tag ($3,499). How are consumers in the US responding? For analysis, we turned to the team behind Similarweb Stock Intelligence, which monitors the economic impact of online activity. The analysis below is taken from that team’s latest Quickfire Report.

In the US, an interesting benchmark is comparing the “big screen” to the small screen.

Vision Pro vs iPhone

Visits to the Vision Pro shop page were 10% of the iPhone in the pre-order stage and ~30% in the first week of the official product on-sale. This is viewed as a significant penetration on Apple customers in a first-generation release, especially considering the high starting price point and a retail off-season.

But, the real question is, did the traffic to Apple’s shop convert into Apple Vision Pro sales?

Vision Pro Views to Sales

Of the traffic to apple.com during the presale period, 86% went to Apple’s shop, and only 7% converted to sales for the Apple Vision Pro. Once the product officially launched, 80% of the traffic went to the shop and only 3% converted to sales.

Vision Pro vs. Meta Quest

Apple Vision Pro isn’t the first headset on the market. Meta’s Quest 3 launched on Oct. 10. 2023. It is categorized as a virtual reality headset, with gamers being a key target audience.

This isn’t an apples-to-apples comparison, as Quest first launched in 2019, and Quest 2, launched in Oct. 2020, makes up the bulk of the sales even after the launch of Quest 3. But during Meta’s Quest 3 product launch, from presale to on sale, traffic to the Quest shop remained relatively steady, with 16.5K visits on the first day of preorders and peaking at 34.9K visits on Oct. 10, 3 days before the official on-sale date.

Apple saw a significant drop in traffic after day 1 of presales to day 2, from 189K to 59K visits to its shop. Traffic on Feb. 2, 2023, the official on-sale date, saw traffic skyrocket again from 42K to 130K visits.

Looking at a side-by-side comparison, Quest 3 is consistently getting more traffic.

Even though traffic to Apple Vision Pro outpaced traffic to Meta’s Quest 3 in four of the seven months represented above, the Quest 3 received a larger portion of the traffic overall, with 1.2M more visits overall. Releasing the product just before holiday shopping began was definitely a plus for Meta. But, despite the large price differential, Vision Pro shop visits are so far comparable to the strongest months for META’s Quest (2, 3, & Pro across Amazon, Best Buy, and Meta marketplaces).

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Methodology

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