In Brief
Published: October 24, 2024
The Apple Vision Pro’s production has been scaled back due to disappointing sales. According to a new report from The Information, this is a response to the company facing slow sales of their $3,500 mixed-reality headset.
Apple’s Mixed Reality Headset Struggles
The Apple Vision Pro was released with high expectations, but its sales have not met them. In an interview, CEO Tim Cook admitted that the device is for early adopters and "not a mass-market product." This statement suggests that the company may have been overly optimistic about the demand for this expensive gadget.
Disappointing Sales Estimates
Over the summer, estimates suggested that Apple would not hit 500,000 sales in 2024. With the recent production slowdown, it seems that these predictions are becoming a reality. The company has an abundance of inventory to match current demand, which may be a sign that they need to reevaluate their marketing strategy.
Possible Future Models
A new report earlier this month fueled speculation that Apple is planning to release a less expensive model in 2025. Priced at around $2,000, this headset would ditch the Vision Pro’s faster processor and more premium build materials. This could be an attempt by the company to make their mixed-reality technology more accessible to a wider audience.
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