Bono Suggests Apple Wants to Make Vision Pro More Accessible, but Price Remains a Barrier
Apple’s Vision Pro headset continues to represent the pinnacle of mixed-reality technology, yet its $3,499 price tag keeps it firmly out of reach for the average consumer. While the company hasn’t explicitly stated that the device is too expensive, the message between the lines has been clear. Apple CEO Tim Cook once referred to the Vision Pro as “a great value”, but later acknowledged that it was not designed for the broader public. Recent developments suggest Apple is aware of the pricing issue and may be exploring ways to address it.
Public perception of the Vision Pro’s price was recently illustrated in an episode of The Price is Right, where contestants were asked to estimate its value. The show, known for challenging players to guess the retail price of various products, presented the Vision Pro as part of its usual format. The responses ranged from $750 to $1,250—figures that significantly underestimated the actual cost. While the highest guess technically won the round, it still fell well short of the real price, underscoring a fundamental disconnect between consumer expectations and the product’s market positioning.
This lack of awareness among the general public suggests that not only is the Vision Pro unfamiliar to many, but the perceived value simply does not align with the price Apple is charging. The headset may deliver an exceptional experience, but the vast majority of people either don’t understand what makes it special or cannot justify the cost.
The notion that Apple might eventually lower the price or introduce a more accessible alternative gained further traction recently, thanks to an unlikely source. U2 frontman Bono, in an interview promoting his new Apple TV+ documentary Stories of Surrender, shed light on Apple’s aspirations. According to Bono, Apple is keen to make the Vision Pro “more affordable” and “more democratic.” This sentiment was shared during a discussion about the challenges of producing immersive content for the device and how the format adds a personal, almost invasive dimension to storytelling.
Bono’s comments provide a rare glimpse into Apple’s internal mindset regarding the Vision Pro’s future. While Apple has made no formal announcements, rumours have circulated for some time about a potential lower-cost version of the headset—dubbed “Vision Lite” by some in the industry. Such a device would likely be designed to broaden adoption rather than replace the original premium model.
Still, the idea of making the current Vision Pro more affordable remains speculative. Estimates suggest it costs Apple over $1,500 just to manufacture the headset. Dropping the retail price substantially would almost certainly mean accepting thinner margins or even short-term losses. Yet, with Apple’s growing services business and its long-standing strategy of building ecosystems around its hardware, the company might view greater adoption as a long-term gain.
Bono’s optimism about accessibility, however, may not fully reflect the economic realities faced by most consumers. At its current price point, the Vision Pro competes with high-end consumer goods such as luxury watches, designer handbags, or top-tier gaming computers. For many, it is a discretionary purchase on par with a holiday, rather than an everyday tech upgrade.
Historically, Apple has not catered exclusively to affluent customers. The iPhone, once considered a luxury, became ubiquitous after more affordable models entered the market. If Apple intends to replicate that path with the Vision Pro, pricing will need to become more inclusive.
For now, the Vision Pro remains a premium product for a niche audience. While the immersive experiences it enables are undeniably impressive, the high price continues to be a significant barrier. Whether Apple will reduce the cost of the current headset or release a lower-tier version remains to be seen. Until then, the vision of a truly accessible mixed-reality future remains just out of reach.
