Apple Trims Vision Pro Sales Forecast Amidst Tepid Demand

Apple appears to be facing a reality check with its high-end mixed reality headset, the Vision Pro.

According to Apple analyst Ming-Chi Kuo, the company has slashed its production target for 2024 due to lower-than-expected demand.

Initial Optimism Meets Stumbling Sales

Kuo reports that Apple initially anticipated selling 700,000 to 800,000 units this year (based on “market consensus”).

However, they’ve significantly revised their forecast downward, with current projections hovering around 400,000 to 450,000 units.

This significant reduction comes despite the Vision Pro launching only in the US so far.

High Price Tag, Short Honeymoon

The hefty $3,500 price tag for the Vision Pro seems to be a major factor in the lackluster sales.

While early adopters may have been impressed by the technical capabilities, it appears many lost enthusiasm after the initial purchase window.

Ripple Effects on the Industry

Apple’s struggles with the Vision Pro could have broader implications for the mixed reality (MR) industry.

If the high-end segment falters, it could dampen demand for VR and AR-specific components, such as Micro OLED displays.

This, in turn, could slow down the adoption rate and hinder the development of more affordable MR devices.

A Wait for the Masses?

Apple’s initial roadmap might also be impacted. Kuo suggests that plans for a lower-cost MR headset launch in 2025 or beyond could be delayed or even scrapped altogether.

A Reality Check for the Trendsetter?

Apple is often considered a trendsetter in the tech world. The lukewarm reception of the Vision Pro could signal a need for adjustments within the company’s MR strategy.

Only time will tell if Apple can adapt and bring MR technology to a wider audience.

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