Key Points
- Apple pauses work on Vision Pro 2 due to slow sales
- Analysts and supply chain partners note declining demand
- A more affordable Vision model may launch by 2025
- Mixed-reality headset space faces potential impact
Apple Vision Pro 2 Development Paused Amid Sales Concerns
Apple’s ambitious Vision Pro headset has hit a stumbling block. Reports indicate that Apple has halted work on the high-end Vision Pro 2, a move that reflects the company’s response to declining sales and shifting market dynamics.
Apple Reportedly Halts Work On Vision Pro 2, Focuses On Cheaper Version As Demand Falters : Apple Reportedly Halts Work On Vision Pro 2, Focuses On Cheaper Version As Demand Falters
What was Apple CEO Tim Cook thinking?
Releasing the Vision… https://t.co/1L39uA6Y3B pic.twitter.com/5980eyJ3lC
— Janie Johnson – America is Exceptional (@jjauthor) June 18, 2024
The Vision Pro Journey
The Apple Vision Pro, launched with much fanfare, marked its first anniversary recently. This innovative mixed-reality headset, priced at $3,500, aimed to redefine ‘spatial computing’ by offering an immersive user experience. However, it seems that the device hasn’t gained the traction Apple hoped for.
Sales Slump and Strategic Shift
According to a report from The Information, Apple has informed at least one supplier that it is suspending development on the Vision Pro 2. This decision is influenced by a noticeable decline in sales, a trend also highlighted by analyst Ming-Chi Kuo last month. The slowing demand suggests that consumers are hesitant to invest in such a costly device during economically challenging times.
Despite this setback, Apple is not abandoning its vision for mixed-reality technology. The company is reportedly working on a more affordable version of the Vision headset, expected to hit the market before the end of 2025. This upcoming model will feature fewer capabilities than the current Vision Pro but aims to reach a broader audience.
Market Implications
Apple’s pivot away from the high-end Vision Pro 2 could have significant ramifications for the mixed-reality headset market. Competitors like Meta and Samsung are also vying for dominance in this space. Meta, for instance, is rumored to be developing a high-end Quest Pro 2, and both Lenovo and Asus are integrating Meta’s Horizon OS into new headsets.
The Vision Pro’s status as a flagship product in mixed-reality experiences means that Apple’s decision could influence the broader market. If Apple resumes its high-end Vision project in the future, it might reenergize interest and investment in the technology. For now, though, the focus appears to be on creating a more accessible entry point into the world of mixed-reality.
The Future of Vision Pro
At the recent WWDC 2024, Apple announced a global rollout for the Vision Pro, along with new features in visionOS 2. This continued support suggests that Apple remains committed to the Vision Pro, despite the current pause on its successor.
TechRadar’s Editor at Large, Lance Ulanoff, encapsulated the Vision Pro’s dilemma: “I love Apple’s revolutionary headset, so why do I hardly ever use it?” The device’s impressive capabilities are overshadowed by its weight and the awkwardness of wearing a “computer on your face.”
Looking ahead, Apple seems to be addressing these concerns with a lighter, more affordable Vision headset set to launch next year. This strategy may pave the way for a future Vision Pro 2 or a successor that balances advanced features with practicality.
