Apple appears to be reducing production of the Vision Pro and may even stop production altogether by the end of the year. Information reports.
According to the report, Apple began reducing production this summer, with supply chain sources claiming the company had built up enough inventory to meet projected demand for the foreseeable future.
Apple did not release overall sales figures for the Vision Pro, which was first released in the US in February 2024 and then came to a select number of countries. However, independent research company Counterpoint Research states that the company has sold 370,000 units to date and is expected to sell 420,000 units by the end of the year. Information report.
In contrast, parts suppliers are said to produce enough components for around 600,000 headsets, and Vision Pro assembler Luxshare has halved daily production to 1,000 units.
Due to its eye-watering $3,500 price tag, the move to scale back production comes at a time when the Vision Pro has seen relatively lukewarm adoption. In contrast, seeming rival Meta has easily shipped millions of Quest headsets over the years and is currently pinning its hopes this Holiday season on its latest Quest 3S mixed reality headset, which starts at $300.
Despite Apple's Vision Pro stocking its App Store with millions of iOS apps and some very flashy first-party content, like the recently released short VR movie BatikSuch an expensive headset has predictably diminished interest from third-party developers.
But Apple CEO Tim Cook recently tempered expectations Wall StreetJournal He stated the following in the interview:[a]At $3,500, it's not a mass market product. It's currently an early adopter product. This is for those who want to have tomorrow's technology today. “Luckily there are enough people in this camp and it's exciting.”
This is a follow-up to an earlier report. Information It claims that Apple is planning a cheaper sequel to the Vision Pro, which will reportedly arrive in late 2025 instead of the Vision Pro 2, which has been delayed for a later release.