Recent developments show that Apple Vision Pro headset production plans have been significantly scaled back. A new report from The Information cites “multiple people” involved in manufacturing parts for the headset. Tim Cook acknowledged in an interview with WSJ Magazine that the Vision Pro, priced at $3,500, is “not a mass-market product.”
Changes in Production Strategy
This shift aligns with earlier reports suggesting Apple is focusing on a more affordable headset model. Insiders believe this new product could ship as early as next year. Reports indicate that production plans for the Vision Pro headset could wind down as early as November.
There are some caveats, however. If demand for the headset increases, production may ramp up again. Apple might use some of the same parts for future models. An upgraded processor could enhance performance.
Shipment Estimates and Current Inventory
In April, analyst Ming-Chi Kuo revealed that Apple cut its Vision Pro shipment estimates for 2024 to between 400,000 and 450,000 units. According to The Information, an employee from the assembler Luxshare stated that around 500,000 to 600,000 headsets have been produced since last year. This suggests Apple may have enough parts and headsets stockpiled for now.
Target Market for the Apple Vision Pro Headset
Tim Cook noted that the Apple Vision Pro headset is for early adopters. He described the target audience as those eager to experience tomorrow’s technology today. However, many early adopters may hesitate. They are waiting for a more affordable option to become available in stores.
In summary, Apple is adjusting its production plans for the Vision Pro headset in response to market realities. With a focus on creating a more affordable model, the company is working to meet consumer demand while navigating production challenges.
