The price and lack of content and developer interest have been the main problems.
And ultimately, people just don’t seem that interested in this product category. Meta ran into the same issue, though at least they targeted gaming where there is a decent niche.
VR/AR tech seems cool and futuristic, but hasn’t quite found its killer app yet.
Apple really screwed themselves by only supporting WebXR for cross-platform VR experiences. Soon Valve will ship the Steam Frame, which will likely cost a fraction of the Vision Pro and support bog-standard PC games like H3VR, flight simulators and flatscreen PC titles. Meanwhile, AVP owners will have paid $3,500 for a more powerful chip/headset with a fraction of the content library and featureset that Valve and Meta offer. Vision Pro's lack of audience is entirely a self-imposed failure, it seems.
It was a strategic mistake for Apple to not focus on gaming. But realistically, the AVP was always going to be way too expensive for basically anything.
Maybe if you could pick one up for like $800 and there was a lot of great 3D immersive content, it could take off. But even then, I feel like it’s just not a product category the average person is that excited about.