Apple is reportedly scaling back its shipment projections for the Vision Pro headset for the remainder of the year due to a decline in demand.
According to Apple analyst Ming-Chi Kuo, orders for the Vision Pro were reduced even before its international launch. Sources indicate that Apple now anticipates selling approximately 400,000 to 450,000 units in 2024, significantly lower than the previously estimated “market consensus” of 700,000 to 800,000 units. The $3,500 Vision Pro demand fell far short of the company’s expectations.
Responding to the unexpected decrease in momentum, Apple is reevaluating its headset roadmap, potentially delaying the release of a more affordable mixed reality headset until after 2025, or perhaps indefinitely. While Apple’s Vision Pro has impressed many early adopters with its technical capabilities, it hasn’t managed to retain all of them beyond the return period.
Apple frequently sets trends in emerging product markets, and if the Vision Pro fails to succeed, it could have ripple effects throughout the entire industry. Kuo suggests that the demand for certain VR and AR-specific components, such as Micro OLED displays, might not reach the adoption rate required for mass production to integrate them into other devices.
