Apple Scales Back Production of Vision Pro Headsets
A new report from The Information cites “multiple people” involved in making parts for Apple’s Vision Pro headset to say that production plans have been scaled back in recent months. This follows a Tim Cook interview published this weekend by WSJ. Magazine, where he said, “Obviously I’d like to sell more,” but acknowledged that “At $3,500, it’s not a mass-market product.”
According to the report, the company that does the final assembly of Vision Pro headsets has been warned that production could wind down in November.
There are caveats, including that production could ramp up if demand increases for some reason, and that a future model could utilize some of the same components but with an upgraded processor.
In April, analyst Ming-Chi Kuo indicated that Apple had cut Vision Pro shipment estimates for 2024 to between 400,000 and 450,000 units. The Information cites an employee of the assembler, Luxshare, who stated it has produced between 500,000 to 600,000 headsets since production began last year, suggesting Apple may have enough components and headsets stockpiled for now.
Tim Cook told the WSJ, “Right now, it’s an early-adopter product. People who want to have tomorrow’s technology today—that’s who it’s for,” but plenty of early adopters are likely waiting for a more affordable option to hit the market.
Discussion with Experts
To gain further insight into Apple’s current position and future prospects with the Vision Pro, we invited a panel of experts to discuss this evolving topic:
Panel Guests:
- Dr. Emily Tran, Tech Industry Analyst
- James Lee, Consumer Electronics Advisor
- Dr. Sarah Kim, VR Technology Researcher
Moderated Discussion:
Host: What do you think are the main barriers to wider adoption of the Vision Pro?
Dr. Tran: The price point is significant. At $3,500, it alienates a lot of potential users who might otherwise embrace AR technology.
James Lee: Agreed. The market is not ready to support such a premium item, especially with competition from more affordable brands.
Dr. Kim: There’s also a lack of compelling applications right now. People need a reason to invest that much in a headset.
Host: Could future iterations of the product see improvements in usability and price? Is Apple possibly holding back?
James Lee: Absolutely, if demand ramps up, we might see Apple innovating faster to meet the market’s needs.
Join the Conversation
What are your thoughts on the Vision Pro? Is $3,500 too much for an early-adopter product? Share your opinion in the comments below!