In a surprising turn of events, Apple has significantly reduced its production of the Vision Pro, the company’s flagship mixed-reality headset, according to a recent report from The Information. This development follows comments from CEO Tim Cook, who candidly stated that the $3,500 device is aimed at early adopters rather than the mass market.
The decision to slow production appears to be a direct response to underwhelming sales figures, leaving Apple with an inventory surplus that does not align with consumer demand. Recent estimates indicate that the company may struggle to reach 500,000 units sold in 2024, prompting concerns about the device's market viability.
Adding to the speculation, industry insiders suggest that Apple could be preparing to unveil a more budget-friendly version of the Vision Pro by 2025. This new model, expected to retail for around $2,000, would feature a less powerful processor and a departure from the premium materials used in the current version. Such a move could help Apple attract a broader audience and better compete in the rapidly evolving mixed-reality space.
As Apple navigates these challenges, the future of the Vision Pro hangs in the balance. The company's ability to adapt its product offerings will be crucial in determining whether it can establish a significant foothold in the mixed-reality market or if it will remain confined to a niche segment. With ongoing innovations and potential price adjustments, Apple’s next steps will be closely watched by both consumers and industry analysts alike.
