The Vision Pro made a notable entrance earlier this year, but a recent report indicates that interest has significantly dwindled since its debut.
Despite being available for just eight months, The Information has revealed that production is set to be halted next month due to “weak demand,” with some suppliers ceasing component manufacturing as early as this past summer.
Apple may suspend production of the Vision Pro as soon as next month due to low demand, with some suppliers having already halted component manufacturing since early summer. For more details, check out my latest scoop with @QianerLiu at @theinformation.
— Wayne Ma (@waynema) October 23, 2024
The Vision Pro was never intended for the mass market, as its $3,499 price tag typically excludes it from broad consumer appeal. Apple has acknowledged this fact, but if the production pause is indeed happening, it could hint at troubling times ahead for this innovative technology.
This news follows a candid interview with CEO Tim Cook, who stated, “At $3,500, it’s not a mass-market product. Right now, it’s an early-adopter product. It’s designed for those who want cutting-edge technology today. Fortunately, there are enough early adopters to keep it exciting.”
This somewhat optimistic perspective contrasts sharply with the more pessimistic insights from The Information’s sources. However, Apple does have plans for future headsets, including a more affordable model and an anticipated Vision Pro 2. The lower-cost version is expected to arrive in 2025, while the Vision Pro 2 is projected for 2026.
Interestingly, earlier reports indicated that Apple might have slowed down development on the Vision Pro 2 to focus on the cheaper variant.
Regardless of how one assesses the situation, it’s concerning that the Vision Pro lacks sufficient market demand to sustain production, particularly for a device that is not updated annually. Similarly, Meta has also halted production on its Quest Pro, with its next iteration potentially delayed until 2027.