Apple has struggled to effectively market the Apple Vision Pro, and until a specific, compelling use for the headset emerges, it may not reach its potential. According to a source who studied marketing, effective marketing isn’t just advertising but rather finding the best audience for a product and aiming ads at them. However, Apple has failed to effectively target a specific audience for the Apple Vision Pro. Apple seems to have taken a half-hearted approach, choosing neither a rifle-shot nor a spray-and-pray method to market the expensive product. As a result, the headset is not being effectively marketed to potential buyers.
Apple unveiled the Apple Vision Pro at WWDC 2023, at a time when it would receive maximum attention, but failed to promote the product with TV ads. Instead, the company provided in-person demonstrations to selected journalists and influencers while carefully controlling the product’s exposure. After announcing the pre-order date on the first day of the Consumer Electronics Show, Apple finally targeted the general audience with a 30-second advertisement the next day. However, the ad did not effectively convey what the Apple Vision Pro actually does. Additionally, Apple released a guided tour video on pre-order day, which seemed poorly timed.
While Apple’s marketing strategy may be intentional, it ultimately fails to effectively target potential buyers. The company may need to find a specific, compelling use for the Apple Vision Pro to effectively market the product to a larger audience.
