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During its highly anticipated Worldwide Developers Conference (WWDC) in 2023, Apple unveiled the Vision Pro, a ground-breaking augmented reality (AR) headset that represents one of their most ambitious and technologically advanced products to date. With meticulous development spanning several years, the Vision Pro boasts a range of cutting-edge features that justify its price tag.

The Apple Vision Pro headset is designed to seamlessly merge the real and digital worlds. This innovative device is equipped with a separate battery pack and can be effortlessly controlled using a combination of eye movements, hand gestures, and voice commands. Priced at $3,499, the Vision Pro is set to launch in early 2024, initially targeting the U.S. market before expanding to other countries later in the year.

While primarily positioned as an AR device, the Vision Pro can seamlessly transition between augmented and full virtual reality (VR) experiences with the assistance of a dial. Unlike traditional VR headsets, Apple’s creation enables wearers to maintain visual awareness of their physical surroundings.

This mixed reality (AR/VR) headset empowers users to interact with digital elements overlaid onto their environment, transforming the way they engage with applications such as FaceTime, web browsing, and streaming media. The Vision Pro delivers a captivating 3D gaming and cinematic experience, along with immersive ways to relish personal videos and photo albums.

To enhance the headset’s capabilities, Apple has forged strategic partnerships with Disney and Unity. As a result, Vision Pro users will have access to Disney+ streaming services and enjoy an extensive library of Unity-powered games from day one.

Beyond the hardware itself, the announcement encompassed more than just the Vision Pro. Apple also introduced an entirely new operating system called visionOS, accompanied by a myriad of applications that will be available on OS.

However, despite the immense potential of this breakthrough product, Apple may face significant challenges in terms of consumer adoption of AR/VR hardware. These challenges could potentially impede short-term sales and profitability, raising important structural considerations for the company.

Nevertheless, Apple’s entry into the AR/VR hardware market is expected to serve as a catalyst for wider adoption. The extent of the Vision Pro’s impact on mainstream consumers will depend on the availability of compelling content that can fully utilize its capabilities.

Interestingly, Apple’s stock price experienced a dip following the announcement, despite the significant milestone of introducing its largest product category in nearly a decade. Although the share price reached a record intraday high of $184.90, it subsequently retraced, ending the regular session 1% lower. This suggests that the positive impact of the AR/VR product launch had already been reflected in the share price.

Anticipated sales of the Vision Pro, slated for early 2024, vary widely, ranging from 150,000 to 1 million units. Initial adoption is projected to be driven by early adopters and software developers, with subsequent lower-priced iterations expected to captivate average consumers.

Industry analysts speculate that the Vision Pro’s first-year sales could propel Apple toward a staggering $3 trillion market cap, with the company currently valued at $2.82 trillion.

It is worth noting that Apple’s stock has experienced a strong rally throughout 2023 advancing from a low of $124.17 to an all-time high of $184.95 on Monday. Investors appeal is related to the company’s robust balance sheet, ongoing capital-return initiatives, and resilient revenue streams. Furthermore, Apple’s recent financial results surpassed expectations, driven by a resurgence in iPhone sales and the continued growth of its services division.

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Source: Tradingview

While the Vision Pro announcement is expected to bolster the stock price in the long run, caution is advised for traders seeking to enter the market at these elevated levels, considering Apple’s current 30x price-to-earnings ratio, indicating the stock is relatively expensive. Also, with the weekly and daily RSI indicator into overbought territory it might be prudent for active investors to be looking for an entry on a pull back.

Overall, Apple’s foray into AR/VR hardware represents a significant milestone with transformative potential, poised to reshape the way we interact with digital content and further solidify the position of the company with the largest market cap by a big margin as a technology industry leader.

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In summary, our ETPs provide a unique investment opportunity for investors looking for diversification, leverage, flexibility, cost-efficiency, and liquidity who seek to amplify profits in both rising and falling markets.

Websim is the retail division of Intermonte, the primary intermediary of the Italian stock exchange for institutional investors. Leverage Shares often features in its speculative analysis based on macros/fundamentals. However, the information is published in Italian. To provide better information for our non-Italian investors, we bring to you a quick translation of the analysis they present to Italian retail investors. To ensure rapid delivery, text in the charts will not be translated. The views expressed here are of Websim. Leverage Shares in no way endorses these views. If you are unsure about the suitability of an investment, please seek financial advice. View the original at

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