Apple announced its Vision Pro headset at its Worldwide Developer Conference on Monday.
But the $3,499 price tag prompted groans, sighs, and laughter from the audience.
Apple events are usually attended by dedicated fans, so the reaction was something of a surprise.
There's one product that has been making all the headlines from Apple's Worldwide Developer Conference in Cupertino, California, on Monday.
But on TikTok and Twitter, everyone has been laughing about the audience's reaction to the Vision Pro's eye-watering price tag.
Check out the symphony of boos, groans, and sighs as the crowd was told Apple's headset would start at $3,499.
@katamogz would you buy one?? #vr #visionpro #applevisionpro #applenews #wwdc ♬ original sound - Katarina Mogus 🤍
That TikTok amassed 8.7 million views, and tweets reposting it were also seen millions of times.
The most popular take was comparing the audience to the disappointed crowd in "Wii Sports," the cartoonish Nintendo game.
"Audience legit went Wii Bowling when you throw the ball backwards," one user added.
You hear a similar sigh when hitting a golf ball into the water on the Wii – the comparison is uncanny.
Laughter could also be heard in a recording from another angle.
The reaction is all the more interesting because the annual conference is typically attended by only the most enthusiastic Apple fans.
Tim Cook may be hoping they've put the high-yield Apple savings account to use.
"The Vision Pro's $3,499 sticker price will inhibit adoption, but Apple is not looking to make money off this product just yet," Anisha Bhatia, a senior technology analyst at GlobalData, said.
"The Vision Pro is Apple's attempt at cracking open the extended reality (XR) door to create an addressable market with iterations of Vision Pro in the years to come," she said.
Apple did not immediately respond to a request for comment.
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