Apple's chief marketing officer who promoted the Vision Pro headset is resigning

Frank Casanova worked in various positions at Apple for 36 years - most recently as the director of marketing, responsible, among other things, for the launch of the Vision Pro headset.

As reported by Bloomberg, Dan Riccio, who led the development of the device, is also preparing to retire.

Apple Vision Pro went on sale in the USA in early February - at a fairly high price of $3499 (excluding taxes) for the minimum configuration with 256GB of memory (the cost of the version with 512GB storage is $3699, and 1TB is $3899).

In other countries, the headset was offered on the gray market (in Ukraine, for example, local marketplaces initially asked for 210,000 UAH), or offered Vision Pro for rent.

Interestingly, news of the dismissal of those responsible for the headset comes amid rumors that Apple purportedly cut Vision Pro shipment plans in half (according to analyst Ming-Chi Kuo to 400-450 thousand units in 2024 from an expected 700-800 thousand units).

Apple plans to announce a new version of the operating system for the device in June, but the second generation of Vision Pro may not appear in 2025 - the company is "reviewing and adjusting" its overall strategy for its headset business.