They bodged the marketing. You can’t price a device alongside a Mac Studio and expect it to be a consumer product.

However I do not think it’s a failure at all. User feedback across the board is very positive. Apple sold 200k Mac Studios last year and have done that many Vision Pros in 3 months; not bad for a niche industrial product.

I think of it like Sony. They used to make all sorts of products that had niche use cases but still kept them coming. The Aibo robot dog is legendary yet they only sold 150k of those over 7 years.