Apple Vision Pro production gets scaled back and readjusted due to lack of consumer interest

Reports suggest Apple is revising its shipment projections for the Vision Pro headset, citing a downturn in demand as the primary factor behind the adjustment. Notably, analyst Ming-Chi Kuo notes that Apple scaled back orders for the Vision Pro even prior to its global launch, with anticipated sales for 2024 now reduced to a modest 400,000 to 450,000 units. This significant downgrade contrasts sharply with earlier market consensus estimates, which had pegged sales figures between 700,000 to 800,000 units.

Priced at $3,500, the Vision Pro was anticipated to make a splash in the market with its advanced technological features. However, it appears that consumer interest has not met expectations, prompting Apple to reassess its product roadmap. There are indications that the company may delay the release of a lower-cost mixed reality headset beyond 2025, or even reconsider its development altogether.

While the Vision Pro initially impressed early adopters with its technical capabilities, it has struggled to maintain momentum beyond the initial excitement. This unexpected setback could reverberate across the industry, as Apple's influence often shapes trends and standards in emerging product categories.

Kuo also raises concerns about the broader implications of the Vision Pro's underperformance, particularly regarding the availability of VR and AR-specific components, such as Micro OLED displays, for other devices. If demand for these components fails to meet expectations for mass production, it could impede progress and innovation in the wider VR and AR ecosystem.

As Apple recalibrates its strategy in response to tepid demand for the Vision Pro, the future of immersive technology hangs in the balance, with potential ramifications for both consumers and industry stakeholders.