Vision Pro faces cold shoulder, marketing chief Frank Casanova announces retirement

According to foreign media reports, recently, based on the lackluster performance of Apple’s new product Vision Pro in the U.S. market, its marketing director Frank Casanova announced his withdrawal, which undoubtedly caused a certain shock to Apple.

Since 2019, Frank Casanova has served as Apple’s chief AR product marketing director. Before his exit, he was Apple’s senior marketing director and comprehensively led the marketing activities of Vision Pro. It is reported that Casanova has worked at Apple for 36 years. Since joining the company in the late 1980s, he has held many important positions and played a positive role in promoting the company's development.

According to the editor’s understanding, Casanova’s career at Apple began with marketing work on basic products. He excelled in this area and gradually assumed a pivotal role in the company. In 2019, he was promoted to Apple's first AR product marketing director. This appointment undoubtedly highlights his keen insight and foresight at the forefront of technology.

Casanova recently announced a premium opt-out with the Vision Pro program. Previously, Dan Riccio, Apple's senior vice president of hardware engineering, also announced his exit plan one month after the Vision Pro went on sale. Riccio has worked at Apple for 25 years and has been responsible for the advancement of the Vision Pro project since 2021.

Two important executives have withdrawn one after another, and the future development of Apple’s Vision Pro project has attracted attention. Although the product's performance in the US market before the project was not satisfactory, Apple will undoubtedly continue to work hard to seek breakthroughs in order to maintain its leading position in the increasingly fierce technology competition.

On the day the Vision Pro was launched, Casanova and Eddy Cue, Apple’s senior vice president of services, appeared at the Los Angeles flagship store to build momentum for the product. However, the market response did not meet expectations, which may be related to the product's price of up to $3,499 and supply restrictions. Analysts predict that Apple may only be able to sell about 6.4 million devices by the end of the year, well below its original sales forecast of 8 million units.

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