Apple reduces production of Vision Pro due to low demand
Apple is reportedly reducing its production of the Vision Pro headset for the rest of 2024, due to a decrease in demand, according to analyst Ming-Chi Kuo. The tech giant had already lowered orders for the Vision Pro even before its international launch. Kuo's sources indicate that Apple now hopes to sell only around 400,000 to 450,000 units in 2024, a significant drop from the previously projected "market consensus" of 700,000 to 800,000 units.
Apple's mixed reality headset could be delayed
The $3,500 Vision Pro has not been as successful as Apple had anticipated, leading the company to revise its headset strategy. This could potentially delay the launch of a more affordable mixed-reality headset until after 2025. Kuo warns that if the Vision Pro continues to underperform, it could have wider implications for the industry. He suggests that some VR and AR-specific parts like Micro OLED displays, may not reach the necessary adoption rate for mass production in other devices.
Apple's headset shipments are expected to decline next year
In its first ten days on the market, Apple sold 200,000 Vision Pros. However, sales have been declining since then, with the company now projected to sell an additional 200-250,000 units for the rest of 2024. Kuo forecasts that 2025 doesn't look much better with Apple expecting headset shipments to decline further next year. He notes that Apple is reassessing and adjusting its "product roadmap" around Vision Pro, and claims there might not be a new version until after 2025.
Initial hype around Apple Vision Pro has fallen dramatically
Despite initial excitement, most people find little reason to purchase the $3,500 headset. Bloomberg reported that certain Apple retail stores sell just a few Vision Pros in an entire week, indicating a significant drop in demand. The initial hype around Apple Vision Pro has fallen dramatically since the device sold 180,000 units, during its January pre-order weekend. Many customers on the subreddit r/VisionPro have expressed dissatisfaction with the headsets, citing their impracticality for everyday use.
Apple is working to address some of these concerns
Despite the issues, Apple continues to promote the Vision Pro on its website's homepage, and is reportedly trying to address some of these concerns. The company recently introduced spatial personas to offer companions in the Vision Pro universe, and is selling a Dual Loop Band headset strap, designed to apply less pressure on users' faces. However, popular apps like Netflix, Spotify, and YouTube have not yet created a Vision Pro app, contributing to its initial downfall.
