They didn't expect this to happen.
Apple is significantly reducing production of its initially popular Vision Pro headset, and may even discontinue production of the product by the end of the year, The Information reports.
The augmented reality device sold out in pre-sales in January after its Feb. 2 launch, before customers found the expensive wearable technology difficult to use and headache-inducing.
Production of the product (which starts at $3,499) has reportedly been cut from nearly 2,000 units per day to 1,000 units per day.
Apple Insider reported The company said it expects to sell only about 370,000 headsets in the first three quarters of 2024, and only another 50,000 by January.
Based on these numbers, manufacturer Luxshare expects to have a surplus of approximately 200,000 units out of an estimated total of 500,000 to 600,000 units.
Part of Apple's thought process is to have surplus units and headset parts on standby for future demand.
CEO Tim Cook told the Wall Street Journal Last month, most consumers may not have been yet ripe for Apple's innovation.
“At $3,500, it's not a mass market product,” he says. “Right now, this is an early adopter product. People who want to have tomorrow's technology today, that's what this service is for. Fortunately, there are enough people in that camp. So it's very exciting.”
“Of course we want to sell more,” the boss added. “However, there is a limit to the number of surfaces that this version of Vision Pro has.”
Some users complain that the Vision Pro fits poorly on their faces, while others say the device causes head and neck pain.
Some people say the headset caused their eyes to turn black.
Although sales appear to be sluggish, Analyst Ming-Chi Kuo posted on X Apple is still preparing to offer a successor to this product.
Next year, Apple is said to be producing new headsets with enhanced processors. However, it looks like the cheaper model will be on hold until at least 2027.
“I think the real reason Apple delayed launching the cheaper Vision Pro is that simply lowering the price won't help create successful use cases,” Kuo wrote.
The Post has reached out to Apple for comment.
