"While encouraged that Disney+ is expected to be available for use when the product is launched, we are taking a wait-and-see approach regarding the availability of additional content and applications that we believe will be necessary to make it a more mainstream product," Forte said.
"Apple's initial pricing of $3,499 does nothing to change that." The availability of content is another hurdle for the tech giant, even though Disney+ will be available on the Vision Pro, the firm said. "We believe we have not seen more meaningful consumer adoption to date of AR/VR hardware because the price points for the hardware are too high," the analyst wrote. The headset's price tag is indeed one of those structural challenges, Forte said.
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Apple announced the $3,499 Vision Pro earlier Monday at its Worldwide Developers Conference. He noted, "Vision Pro already in the stock." The analyst also cut his price target on the stock to $185 from $193. "We believe there are important structural challenges for Apple when it comes to consumer adoption of AR/VR hardware, which could limit the near-term impact on its sales and profitability," wrote Tom Forte, senior research analyst, in a Monday evening note. Davidson is downgrading Apple to neutral from buy, saying that any good news from the new Vision Pro mixed-reality headset launch is already reflected in the company's share price.
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