The Genius Apple Way to Talk About the Vision Pro (aka how they’re justifying the $3500 price tag)

Kushagra Oberoi
3 min readFeb 11, 2024
Source: Author

Apple just released its latest and greatest product yet.

The Apple Vision Pro.

Source: Apple Website

And just like a copywriting nerd, I’m doing what needs to be done.

Breaking down brilliant copywriting examples from its latest product page.

Let me show you how the PROs do it!

Now essentially, the Apple Vision Pro is a VR headset.

Yes, it might be the best one on the market but it’s nothing new.

What’s fresh is how Apple communicates.

Here are some of the best copy examples from the page!

1. Apps

Source: Author

It’s not VR.

It’s a way to free up your desktop.

The reframe is subtle.

But the perceived value is higher.

2. User Interface

Source: Author

It’s not just VR software.

It’s an infinite canvas where your apps live in your space.

How you say, not what you say.

3. Entertainment

Source: Author

Don’t just ask people to watch movies on a VR headset.

It’s cool but…

Do you know what sounds more immersive?

Bring a theater with you, no matter where you are.

Do it the Apple way.

4. Connection

Source: Author

On the same page = common phrase

In the same space = product-specific phrase

Mix known and unknown elements to make it relatable.

5. Privacy & Security

Source: Author

Saying “we don’t blink” for a product that has everything to do with your vision?

Now that’s how witty wordplay is done.

Learn context to use the right words at the right time.

Final takeaway from Apple’s new product page…

Knowing what to say is important.

But knowing how to say makes all the difference.

What other brands do you want me to review for their messaging & copywriting?

Let me know in the comments!

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Kushagra Oberoi

Snippets on What I learn about Copywriting & Marketing. 👀