Apple Inc (NASDAQ: AAPL) is scaling back production of its $3,500 Vision Pro mixed-reality headset.
Sources involved in the manufacturing process told The Information that the company has recently adjusted its production plans. This development follows comments from Apple CEO Tim Cook, who told WSJ Magazine that while he'd "like to sell more," the device is "not a mass-market product" at its current price.
Reports indicate that Apple is now focusing on developing a more affordable version of the Vision Pro, which could launch as early as next year.
Production Cuts
The company handling the final assembly of the Vision Pro, Luxshare, has reportedly been informed that production could slow down or even pause by November. While production could ramp up again if demand increases, the current shift suggests Apple is recalibrating its approach to the product.
According to The Verge, analyst Ming-Chi Kuo previously estimated that Apple would ship between 400,000 and 450,000 Vision Pro units in 2024. Sources now suggest that Apple has already produced between 500,000 and 600,000 headsets, which may be enough to meet current demand as the company turns its attention to a lower-priced alternative.
Vision Pro's Target Audience
Cook has described the Vision Pro as a product for "people who want to have tomorrow's technology today." Despite its advanced features, the headset's high price has likely limited its appeal to early adopters. Many potential buyers may be waiting for a more affordable version.