Key findings:
- Despite being a newer player in the field, Apple is more trusted than incumbent VR headset makers to build a virtual reality experience.
- Apple Vision Pro stirs up excitement for virtual reality among both owners and non-owners of VR devices, but its steep price tag remains out of reach for most.
- Consumers are three times more likely to say Apple’s goggles are revolutionary, cool, or a device they would use, compared to other virtual reality (VR) or augmented reality (AR) devices.
Despite being a newer player in the field, Apple is more trusted than incumbent VR/AR headset makers to build a virtual reality experience.
Apple leads all current virtual/mixed reality headset device makers in trust among consumers when it comes to building virtual reality experiences, despite its Apple Vision Pro being far from release. One in four (26%) trust Apple the most, compared with Google’s 15%, Samsung’s 10%. Only 3% trust Meta most in developing VR experiences, despite leading the VR/AR headset market share.
Apple Vision Pro stirs up excitement for virtual reality among both owners and non-owners of VR devices, but its steep price tag remains out of reach for most.
Apple’s newly announced headset renews interest in virtual reality device ownership: one in three (32%) consumers who do not currently own a related device say the Apple Vision Pro is making them more interested in owning a VR/AR headset. Enthusiasm is also up two-fold among owners, with 58% saying they are more interested in VR headset ownership due to Apple’s new device.
Despite the renewed interest in VR device ownership, consumers have a difficult time swallowing the steep price of the Apple Vision Pro: only 8% say they are willing to pay the sticker price of $3,499, with the majority more willing to commit to paying less than $1000 (32%), or not interested in purchasing a VR headset at all (37%).
Consumers are three times more likely to say Apple’s goggles are revolutionary, cool, or a device they would use, compared to other VR/AR devices.
The Apple Vision Pro outperforms other VR/AR devices in brand perception: nearly half (46%) of consumers who have heard about Apple’s new device say that the Apple Vision Pro is more revolutionary than existing devices. They are also nearly three times more likely to associate the Apple Vision Pro as a device that is ‘cool to use’ (45% vs. 17% for other devices) or a device they would use (44% vs. 17%).
Read more about our polling methodology here.
Click through all the results in the interactive toplines below:
