Apple's AR/VR Marketing Head Frank Casanova Retires After Vision Pro Launch

Apple's Vision Pro headset marketing chief retires after 36 years, as the $3,499 device faces modest sales and leadership changes, posing challenges for its future success in the AR market.

Safak Costu
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Apple's AR/VR Marketing Head Frank Casanova Retires After Vision Pro Launch

Apple's AR/VR Marketing Head Frank Casanova Retires After Vision Pro Launch

Frank Casanova, Apple's senior director of product marketing for the Vision Pro headset, has retired after 36 years at the company. Casanova played a key role in the development and launch of the Vision Pro, Apple's ambitious venture into the augmented reality headset market.

The Vision Pro, priced at $3,499, was announced in June 2023 and launched in the US in February 2024. However, the headset has seen modest sales since its debut, with analysts estimating Apple will ship around 400,000 units by the end of the year, lower than the initial projection of up to 800,000 units. Demonstrations of the device have also declined since the initial launch.

Casanova had a long and varied career at Apple, starting as a product manager in 1988 and taking on various roles before ending his tenure with the Vision Pro. He was named senior director of worldwide product marketing in April 2019 and previously held the role of senior director of iPhone product marketing from 2007 to April 2024.

Why this matters: Casanova's retirement and the impending departure of Dan Riccio, the executive overseeing the development of the Vision Pro, pose challenges to the headset's future success and leadership continuity. The next few years will be critical for Apple to demonstrate to consumers the value of the Vision Pro's high price tag and establish its place in the AR market.

Despite these challenges, Apple remains committed to the Vision Pro and augmented reality technology, with plans to unveil a new version of the device's operating system in June 2024. "The next few years will be critical for Apple's place in the AR market, as the company has to demonstrate to consumers why they should pay the $3,499 price tag for the Vision Pro amid sales challenges," said an industry analyst.

Key Takeaways

  • Frank Casanova, Apple's Vision Pro marketing lead, retired after 36 years.
  • Vision Pro sales are lower than initial projections, with 400,000 units expected.
  • Casanova's retirement and Riccio's departure pose challenges to Vision Pro's future.
  • Apple plans to unveil a new Vision Pro OS version in June 2024.
  • Apple must demonstrate the $3,499 Vision Pro's value amid sales challenges.