Apple’s ambitious Vision Pro headset is seeing major shipment reductions and delays, indicating significant production challenges and wavering demand projections.
Steep Reduction in Shipment Forecasts
Apple’s cutting its Vision Pro sales forecast for the year in half with demand already way down
Estimated unit sales
• Original: 700,000-800,000
• Updated: 400,000-450,000Can’t believe the Vanity Fair cover didn’t get more people excited pic.twitter.com/X2uqpMZNf9
— Morning Brew ☕️ (@MorningBrew) April 24, 2024
Apple has drastically lowered its shipment targets for the Vision Pro headset, reducing the expected number of units from the initial forecast of up to 800,000 to just 400,000 to 450,000 for 2024.
This substantial decrease points to challenges beyond mere production issues, including lower than anticipated demand in its primary market, the United States (9to5Mac).
Complex Production Issues
The Vision Pro, one of Apple’s most technologically advanced offerings, has encountered significant production hurdles due to its complex design. Issues with the production of high-resolution micro-OLED displays and the precise calibration needed for its innovative EyeSight feature are among the key bottlenecks slowing down manufacturing.
These challenges have contributed not only to reduced production numbers but also to delays in its broader market rollout (9to5Mac).
Uncertain Future and Market Response
Despite its high-end features and initial excitement, the Vision Pro’s future is now more uncertain. Plans for a more affordable second-generation model have been delayed, with no updates expected until 2027 at the earliest.
This shift in strategy suggests Apple is reevaluating its approach to the mixed-reality hardware market amid tepid demand and high production costs (AppleInsider).
