Apple’s high-end Vision Pro augmented reality (AR) and virtual reality (VR) headset, priced at $3,500, hasn’t captured the attention of developers as anticipated, leading to a slowing expansion of its app ecosystem.
A recent report from The Wall Street Journal highlights the hurdles Apple is facing in fostering growth for its Vision Pro app store. After an initial wave of hundreds of new apps during the device’s early months on the market, new app introductions have sharply declined, with only 10 new apps introduced in September. Analytics firm Appfigures reported that while there are around 1,770 apps on the Vision Pro store, only 34% were explicitly developed for the headset. The majority are adaptations of existing Apple apps.
Comparatively, Vision Pro’s app growth has lagged behind other major Apple products. For instance, the iPhone reached 50,000 apps nearly a year after launch, and the Apple Watch saw 10,000 apps just five months after its debut. Notably, both the iPhone and Apple Watch offered broader appeal and lower price points, attracting larger audiences and developers early on.
Creating apps specifically for Vision Pro’s mixed reality environment is a significant technical challenge. According to Timothy Bates, a professor at the University of Michigan-Flint College of Innovation & Technology, designing for the headset means moving beyond traditional 2D design and into immersive 3D spaces—a transition that requires developers to reimagine user interfaces and interactions. “It’s a new frontier,” Bates explained, adding that existing apps can’t simply be “plugged into” the Vision Pro environment without major adjustments.
Developer Hesitancy and Platform Challenges
Bates noted that Apple faces an uphill battle in drawing a robust developer base for the Vision Pro. “This is common with revolutionary platforms, especially as advanced as Vision Pro,” he said, adding that developers are often cautious about investing heavily in apps for platforms with small user bases. The mixed reality environment further complicates things, requiring significant time, budget, and expertise to build effective experiences. Smaller developers, in particular, are less willing to take the financial risk to develop for Vision Pro without the assurance of a large, paying audience.
Anshel Sag, a senior analyst at Moor Insights & Strategy, echoed this sentiment. “For small developers on a budget, investing in Vision Pro without clear monetization prospects isn’t viable,” he noted. For larger companies, however, Vision Pro provides a valuable opportunity to get comfortable with Apple’s new spatial computing technology and refine workflows, ultimately preparing for future versions that might be more affordable and appealing to wider audiences. Mark N. Vena, president of SmartTech Research, pointed out that the Vision Pro’s limited sales volumes are a deterrent for developers accustomed to Apple’s broader consumer reach.
Rob Enderle, president of the Enderle Group, highlighted what he called the “horse and cart problem.” According to Enderle, developers hesitate to build apps for a small user base, while users hold back on buying hardware with few available apps. “Typically, companies have to invest in app development early on to overcome this barrier, but Apple historically isn’t known for proactively funding new apps, and that’s proving problematic here,” he said.
Will Apple Step Up with Developer Funding?
To address this imbalance, some experts suggest that Apple may need to take a more active role in funding developer projects. Vena believes Apple could team up with high-profile developers to ensure essential, high-quality applications reach the market, highlighting the fact that such partnerships would underscore Vision Pro’s potential. “I wouldn’t be surprised if Apple worked behind the scenes to make this happen, even if it’s in a quiet way,” he said.
Jim Squires, an XR and games consultant based in Ontario, Canada, sees an opportunity for Apple to further support its developer community with incentives. “If Apple wants Vision Pro to flourish, it should actively support developers now, perhaps through a Vision Pro Creator Fund, which would encourage more developers to embrace this platform.”
Bates also underscored the importance of Apple stepping up. “Apple has funded developers for new platforms in the past, and Vision Pro is no different,” he said. “By offering grants or partnering with established AR/VR developers, Apple could give Vision Pro a much-needed boost. For an ecosystem to thrive, developers need the confidence to take risks without worrying about financial setbacks.”
The Ecosystem is Critical to Vision Pro’s Success
Enderle stated that, historically, investment in developer ecosystems has been crucial for new devices. He pointed to Microsoft’s successful investments in software for Windows 95 and the Xbox. Sag, however, remains skeptical that Apple will offer funding, as the company seems to view Vision Pro as a premium product with a niche user base willing to pay top dollar.
Some experts argue that embracing more open standards could also help Vision Pro gain traction. Jitesh Ubrani, a research manager at IDC, suggests that Apple could adopt standards like OpenXR and WebXR, which would make it easier for developers to create apps compatible with multiple platforms. “They might even consider a more affordable model, as there are only so many users globally willing to spend $3,500 on a niche device,” he added.
Bates further explained that while Vision Pro has significant potential, its success hinges on developing a strong ecosystem of apps that truly showcase its capabilities. “Apple must incentivize developers to create groundbreaking experiences that take full advantage of the device’s strengths,” he said. “This is a forward-looking product that will require time to mature, but it’s essential for Apple to manage expectations and work closely with developers.”
“Vision Pro represents Apple’s ambitious leap into the future,” Bates added, “but for widespread adoption, Apple needs to both nurture the developer ecosystem and likely introduce more affordable versions over time. Without these steps, Vision Pro risks remaining a niche product.”
In the end, Apple’s Vision Pro venture is shaping up to be a test of both patience and investment. Success will likely depend on Apple’s willingness to support a robust developer ecosystem while refining the headset’s appeal and accessibility for future audiences.
