Apple Cuts Vision Pro Shipments As Demand is Much Lower Than Expected

It seems Apple’s Vision Pro headset isn’t doing quite as well as they expected. According to Apple analyst Ming-Chi Kuo, the company has slashed its production target for the number of Vision Pro units that it plans to ship in 2024. Originally, they planned to ship 700,000 to 800,000 units, but now that number’s down to 400,000 to 450,000. Kuo states this is because demand in the U.S. fell way short of expectations, even before the headset launched in markets outside of the U.S.. This means Apple will likely be more conservative when releasing the Vision Pro in new countries.

Kuo previously predicted a global launch before Apple’s developer conference in June, so the headset might be available in more places within the next month. Apple also expects to ship fewer units in 2025 than in 2024, and they’re ‘reviewing and adjusting’ their roadmap for future headsets. Kuo doesn’t expect an upgraded Vision Pro model next year, despite an earlier report suggesting a revision in late 2025.

Back in February, Kuo mentioned Apple was focusing on production efficiency, rather than changing the design or user experience. At that time, he predicted a major Vision Pro update wouldn’t come until 2027. According to Kuo, Apple needs to address the lack of must-have apps, the price tag, and comfort without sacrificing user experience. Weak sales of the Vision Pro are also expected to hurt the development of pancake lenses and the use of microOLED displays in small consumer electronics.

Source – [H/T]