Interestingly, Apple is now said to be reviewing the production plan of the Vision Pro, possibly even reducing manufacturing to zero by the end of the year. Since its release in February 2024, the surge of enthusiasm toward Apple’s mixed-reality headset, Vision Pro, dampened due to some production issues that also froze consumer demand. In consequence, many are questioning its fate in the market.
Why Is Demand for Vision Pro Declining?
At about $3,500, the Vision Pro was positioned as a state-of-the-art headset for power users who wanted to explore mixed reality. That price point likely limited its appeal to early adopters rather than mass-market consumers. Others have given far easier access, such as Meta’s Quest 3, at about $500, perhaps also contributing to the slow sales that its device has garnered.
Reports indicated that Apple started paring back its component production for the Vision Pro as early as May 2024 and that its main assembler, Luxshare, may bow out entirely by November. This excess in components, along with the high price of the device, means Apple is re-evaluating production volume, at least in light of ongoing efforts to develop headsets priced more affordably.
Will Apple Release a More Affordable Model Soon?
The change in narrative fits with CEO Tim Cook announcing this past month that the Vision Pro is indeed an early-adopter product. During a recent interview, Cook said Apple was interested in making the mixed-reality technology more mainstream, which could come through a cheaper model. That’s supposedly coming before the end of 2025.
While Apple originally wanted to stake its claim in the mixed-reality market with the Vision Pro, it would appear the halt in production was an about-face toward affordability and wider consumer access. This coming, more budget-friendly version of the gadget will surely give Apple the added advantage as the technology for VR and AR continues to gain steam in the consumer electronics market.
What Does This Mean for Apple’s Future Strategy and the Industry?
The possible production stop and the intention to offer a cheaper variant underline how Apple is adapting its strategy to the change in consumer demands. Though Apple is still focusing on mixed reality, it is looking at changing its plans to better suit the long-term success of mixed reality products. Moving by such a tech giant can serve as an example and will probably force the industry toward providing cheaper VR and AR devices that could be more available to the mass market.
