Vision Pro Price Jumps to $3,699, Widening Gap With Meta Quest

Apple has bumped the Vision Pro’s starting price to $3,699, a $200 increase from the $3,499 it launched at in February 2024. The change appeared after Apple briefly pulled its online store offline and brought it back with higher prices across a wide range of products, including MacBook Air, MacBook Pro, iPad, Apple TV, HomePod, Mac Studio, and Vision Pro.

The three storage configurations now land at $3,699 for 256GB, $3,899 for 512GB, and $4,199 for 1TB. Apple held the $3,499 price when it refreshed the headset with an M5 chip and Dual Knit Band in October 2025, which makes the current increase feel less like a product update and more like a cost correction.

The gap with Meta widens

The increase is awkward timing for a product that already had a price credibility problem. Meta Quest 3 starts at $499.99, meaning the entry Vision Pro now costs more than seven of them. That gap was already difficult to explain to skeptical buyers, and a $200 addition does not help.

Tim Cook has described component costs as unavoidable across Apple’s lineup, and the Vision Pro price change appears tied to rising memory and storage chip costs specifically. The same pressure has shown up elsewhere: Apple has navigated Mac mini pricing shifts around storage configurations in ways that suggest the company is actively managing margin on memory-heavy products.

Vision Pro was never a volume product, but Apple positioned it as the ceiling of its consumer hardware ambition. Raising the price before the device has found a mainstream audience makes that ceiling harder to reach, not easier. Whether Apple has features reserved for newer hardware that could eventually justify the premium remains an open question, but for now the headset costs more and does the same things it did last week.