How much does a virtual reality headset from Apple cost? Don’t ask a group of recent contestants on “The Price is Right at Night,” a prime-time edition of the popular game show.
The Vision Pro is one of the most expensive products that Apple offers. But when the contestants were tasked with guessing its retail value, their estimates were more in the range with what an iPhone costs.
With the show’s rule of guessing as closely as possible without going over the correct price, contestants tend to be strategic with their answers to avoid overshooting. These players’ answers of $1,000, $750, $1,001, and — the closest — $1,270 were off the mark by thousands.
A 256-gigabyte Apple Vision Pro retails for $3,499, host Drew Carey told the audience, eliciting a collective gasp.
A clip of the moment was posted to Threads on Wednesday. Marques Brownlee, an Apple reviewer known online as MKBHD, replied, “LOL” to the far-out guesses.
Though they fell short from the Vision Pro, the contestants were closer to the prices of competing headsets. The 512-gigabyte Meta Quest 3, for example, retails for $499. Apple is reportedly exploring ways to bring down the cost of its own product with a cheaper, lighter iteration, but the company has yet to confirm that a new headset is in the works.
The Vision Pro’s hefty price has prompted strong reactions since its announcement. The crowd at Apple’s 2023 Worldwide Developer Conference let out groans, sighs, and boos when they found out it would start at $3,499. The company began scaling back its production in 2024, The Information reported in October.
Apple CEO Tim Cook told The Wall Street Journal in October that the headset is for “people who want to have tomorrow’s technology today.”
“At $3,500, it’s not a mass-market product,” Cook said. “Right now, it’s an early-adopter product.”
