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Apple Vision Pro Sales Plummet, Production Slashed by Half

Apple has significantly reduced its production targets for the Vision Pro headset due to lower-than-expected demand in the U.S., with plans for global expansion uncertain.

Image provided by Apple shows content for the Apple Vision Pro.
The Vision Pro and its connected battery.
An image from "Prehistoric Planet," an immersive series shot for viewing on the Apple Vision Pro.
Image

Overview

  • Apple has cut its production forecast for the Vision Pro mixed reality headset from up to 800,000 units to 400,000 to 450,000 units in 2024.
  • The high price of $3,499 and the bulky design have contributed to the lackluster demand among consumers.
  • Analyst Ming-Chi Kuo suggests that a planned update to the headset in 2025 may be canceled due to poor sales performance.
  • Market analysts speculate that the Vision Pro's failure to find a significant market could impact broader trends in the MR and VR industries.
  • Despite its advanced technology, the Vision Pro lacks compelling applications to justify its high cost, leading to a rapid decline in consumer interest.