Apple will abruptly cut production of its headsets from the summer of 2024 before considering a complete shutdown later in the year. According to sources. Informationthe Cupertino firm has produced enough units to meet demand by 2025. This is reminiscent of the decision made for the iPhone 12 mini despite disappointing sales.
Apple will stop production of the Vision Pro.
The production figures speak for themselves: suppliers have produced between 500,000 and 600,000 units of Vision Pro components. The situation is that factories have stopped production from May 2024 as encouraging sales are low. There may be tens of thousands of undelivered parts sitting in warehouses.
Luxshare, the Chinese assembler of the Vision Pro, has reportedly received instructions from Apple to cut production in November 2024. If sales improve, the company can resume manufacturing because the lines have not yet been decommissioned. But by October 2024, the company was assembling only 1,000 headsets per day, half of its maximum capacity.
Even worse: Apple has reportedly suspended development of the second generation, for at least a year, to focus on a more affordable model. But predictions for this low price of the Apple Vision Pro remain modest. The Cupertino company will ask its suppliers to be ready to produce four million units during the entire life cycle of the product, or halfway through the goals set for the current version.
A change in strategy for Apple?
Several reasons explain this commercial failure. Important: Prohibitive price of $3,499 and inadequately developed content ecosystem. Tim Cook described the Vision Pro as a product with a purpose. “Early Adopters”. In other words, it is not intended for the general public.
Despite a possible second-generation break for the Vision Pro, sources suggest that the Californian company will only be banking on an update to the current version. It will be the same design but with technological improvements like Apple Intelligence and the M5 chip.
According to Mark Gorman BloombergThe new Vision Pro will be launched by Apple between Fall 2025 and Spring 2026. The Cupertino company can reuse first-generation components to reduce excess stock in its supply chain.
