November 29, 2023

Revolutionizing Product Optimization: An In-Depth Analysis of the Apple Vision Pro Case Study

Frank Buckler


In today’s ever-evolving market, product optimization is not just a luxury but a necessity for success. This in-depth article explores the fascinating world of product optimization through the innovative case study of Apple Vision Pro performed by Supra Tools - a leading name in integrating Neuroscience and AI for impactful product testing and optimization.

Supra Tools is committed to revolutionizing the approach to product testing. The platform, rooted in advanced Neuroscience and AI, is designed to provide precise, swift, and user-friendly solutions. It focuses on demystifying complex market dynamics, helping businesses optimize product pricing and features for maximum impact.

The Apple Vision Pro Case Study

The Apple Vision Pro is a highly anticipated product speculated to hit the market 2024 with an initial price tag of $3,499. Using our proprietary tools, we conducted an extensive study to determine the most effective pricing strategy and marketing approach for this innovative product.

Three-Step Methodology

Our methodology comprises a thorough three-step process:

  • Setup & Launch: Initiating the study involves a straightforward setup, where details such as product description, images, and potential pricing points are inputted into the system.

  • Running the Method: At this stage, we deploy a comprehensive questionnaire that incorporates an implicit price intelligence test and an implicit Max Diff method. This allows us to gauge feature importance and customer preferences in a nuanced manner.

Implicit Feature Assessment & Adoption Barriers Analysis: This crucial step evaluates specific features of the Apple Vision Pro and identifies potential barriers to its adoption, drawing on insights from Neuroscience and AI.

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Detailed Insights and Analysis

Price Elasticity and Consumer Demand: The analysis identified key price points at $2,499 for General Category buyers and $2,999 to $3,500 for early adopters. This insight is crucial for Apple to determine the most effective pricing strategy.

Feature Importance and Optimization: The study highlighted the significance of features like intuitive control via eye gestures and voice. These elements emerged as potential game-changers, suggesting a need for focused communication and development.

Special Focus on Early Adopters

Recognizing the importance of early adopters in tech product launches, our study provided tailored insights:

Higher demand elasticity among this group, suggesting a different pricing strategy might be more effective. 

Interesting is that features like display resolution and battery life are explicitly very important but it matters little if respondents strongly believe the product has these features. Those features are perceived as must-haves and are not key positioning items.

Rather, features such as 3D video gaming and spatial video telephony and intuitive control were identified as key to attracting early adopters. Interestingly when asking explicitly (like measure in MaxDiff), those features tend to be not very important.

They may not be “very important” in the sense of crucial to have, but trusting them to work out is by far the largest driver of willingness to pay.

Strategic Recommendations

Based on the comprehensive data, our recommendations for the Apple Vision Pro include:

  • Launchen the product at $3,499 by focusing on early adopters might be the right price point. But when expanding to the mass market and in light of the launch of the latest Meta Glasses, Apple can reach similar profitability but higher diffusion at 2.499€.

  • Prioritizing communication strategies that highlight the product’s innovative features, particularly intuitive control and 3D applications. Apple must generate trust that the intuitive control REALLY works.

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The Apple Vision Pro case study, analyzed with Supra Tools’ advanced methods, exemplifies the potential of meticulous product optimization. Our findings offer not just specific recommendations for Apple but also demonstrate the broader applicability and value of our tools in the market.

This new methodology is an advancement to conventional research methods such as Conjoint or Max Diff in many ways:

  • Measures explicit and implicit importance and is the first method without a blind spot

  • Virtually no limits on the number of features. Conjoint works for up to 7 and MaxDiff for up to 25

  • Includes measuring higher level adoption barriers such as Uniqueness, Brand trust, Fit to Lifestyle or Ease to get started.

  • Measures System 1 as the key root cause for purchase intent and eliminates measurement biases with Causal AI

  • Peace of mind: the approach is highly standardized, which give a high security to get quality insights at a price point

In anyways the new methodology seems to offer a more flexible, more holistic and at the same time reliable alternative to conventional approaches.

Further research has to elaborate on the pros and cons of the now broadening toolkit of insights professionals.

Learn which price your target customers are willing to pay.

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Today pioneers use the latest pricing survey tools that use Neuroscience + AI

Interested professionals can use some tools even for free and explore on its own


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In my email newsletter “Pricing Insights” I cover the whole range of pricing insights solutions-from Garbor Granger to Conjoint, from NeuroPricing to Pricing Software Systems. I describe the application in various fields from new product pricing to promotion, from brand premium to feature pricing.

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