Apple’s highly anticipated Vision Pro mixed reality headset, launched with much fanfare earlier this year, is facing a reality check in the form of sluggish sales. The device, priced at a hefty $3,499 for the base model, has failed to capture the consumer imagination as expected, prompting Apple to reportedly slow down production.
In an interview with The Wall Street Journal, Apple CEO Tim Cook acknowledged the lukewarm response, stating that the Vision Pro is “not a mass-market product” at its current price point. He positioned it as an “early-adopter product” for those willing to embrace tomorrow’s technology today. While enthusiasts with deep pockets may have snapped up a Vision Pro on day one, overall sales have fallen short of Apple’s projections.
Reports from The Information (via Mac Rumors) suggest that Apple has been in contact with its Chinese assembly partner, reducing production to just 1,000 headsets per day. Moreover, suppliers have already produced enough components to build between 500,000 and 600,000 Vision Pro units, indicating a potential halt in production as early as November.
It’s important to note that this isn’t Apple abandoning the Vision Pro entirely. The company is still rumored to be developing a more affordable version for release in 2025, potentially targeting a wider audience. However, the current production slowdown reflects the challenges of bringing a high-end, cutting-edge technology to the mass market. Despite the high price tag, Apple seemingly anticipated stronger demand for the Vision Pro, underscoring the importance of consumer adoption in the success of such innovative products.
The Vision Pro’s fate remains uncertain, but the production slowdown is a clear sign that Apple is adjusting its strategy in light of weaker-than-expected demand. Whether the company can eventually achieve mass-market adoption with a more affordable model remains to be seen, but the current situation highlights the delicate balance between innovation and consumer affordability in the technology industry.