This week, a report suggested that production of the $3,500 Apple Vision Pro has been discontinued due to reduced demand.
There have been many reports in 2024 regarding the Apple Vision Pro, a headset designed to integrate augmented reality (AR) with virtual reality (VR) to boost productivity while introducing consumers to spatial computing. These reports indicated that Apple would be winding down production of the headset due to lacklustre sales. In October 2024, The Information reported that Apple had abruptly reduced production of the headset, with plans to cease production of the Vision Pro by early 2025.
Another MacRumors report suggests production already began winding down in the Summer of 2024. The Information indicates Apple has enough units to continue sales through 2025, and Apple’s suppliers for the Apple Vision Pro have now reportedly produced enough headset components to ship another 500,000 to 600,000 headsets by October 2024. Suppliers could have stopped manufacturing components as early as May 2024 based on Apple’s weak sales forecasts. The Apple Vision Pro had only just reached Canadian markets by July 2024, despite the product launching in February 2024.
Back in October 2024, the Wall Street Journal ran a profile on Apple CEO Tim Cook and during that interview he said “At $3,500, it’s not a mass-market product,” referring to the Apple Vision Pro’s retail price, he continued with “Right now, it’s an early-adopter product. People who want to have tomorrow’s technology today—that’s who it’s for” regarding his outlook in October on the Vision Pro. While that outlook might be poor, Cook concluded with the notion that none of Apple’s successes “happened overnight”.
Although the reports of the Apple Vision Pro are based on Apple reports and sales figures, Apple has not made any declaration regarding the stopping of production of the Vision Pro headset and Apple has not addressed the reports yet. Consumers should take these reports with a grain of salt until an official announcement is made regarding the future of the Vision Pro.
