Apple’s recent decision to halt production of the Vision Pro VR headset has stirred discussions about the company’s VR and mixed-reality ambitions. Initially launched with fanfare and a premium price tag of $3,500, the Vision Pro aimed to be a high-end innovation but quickly encountered market challenges.
The Vision Pro VR headset has faced significant challenges, notably due to its high price and limited content library, which has dampened consumer interest.
Reports from The Information indicate that Apple suppliers have accumulated enough parts to assemble 500,000 to 600,000 units, but sales have not met these initial expectations. To adjust, Apple has already requested some suppliers to cut back on production, with certain component factories halting operations as early as May due to weaker-than-anticipated demand. Warehouses reportedly remain stocked with tens of thousands of parts, signaling Apple’s struggle to align supply with current sales.
Currently, Apple’s assembler Luxshare has reduced production to approximately 1,000 units per day—half of its earlier output. However, despite winding down production, Apple has opted to keep its manufacturing lines ready, allowing it to potentially scale up production again if demand improves in the future.
Apple’s cautious approach
Tim Cook acknowledged that the Vision Pro was never intended for the mass market. Despite the device’s impressive micro-OLED displays and cutting-edge tech, its bulky form factor and high cost made it impractical for everyday consumers. This led to speculation that Apple may cancel future updates to the Vision Pro and instead focus on developing a more affordable model, potentially around $2,000. If released, this model may omit advanced features like Eyesight, aiming to balance cost and accessibility in a competitive VR landscape.
This adjustment highlights Apple’s cautious approach, allowing flexibility to revisit production should they find a way to revive consumer interest, possibly through a more affordable version or a stronger software ecosystem.
