Apple’s Vision Pro Encounters Reality Check: Production Cut Hints at Mixed Reality Struggles
Apple has long been linked with cutting-edge technology. But, there is a problem in the path to mixed reality for the company. The new Vision Pro headset was supposed to be ground-breaking and it already cut its initial formulations.
Apple have reportedly cut production of the $3,500 Apple Vision Pro amid lower than expected demand. HTTPS://T.CO/CDX1GEN5JN PIC.TWITTER.COM/ICTLH9GIHC
— IGN (@IGN) APRIL 24, 2024
Simply put, Apple estimated, and assumed, demand was far higher than it could have been. Initially, analysts projected optimism for the Vision Pro with estimates of up to 700-800 thousand devices sold over 12 months. That bright and sunny forecast, however, unexpectedly turned dark and gloomy. Apple significantly altered its production estimates to the ranges of 400-450 thousands even before the product gets released outside the U.S., which indicates lack of interest. Unfortunately for Apple, exactly in the main and only important market of Vision Pro showed the most concerning capacity estimation.
However, this production cut has a deeper meaning beyond being an answer to the current market conditions. Instead, it may be hinting at Apple’s skeptical pivot regarding its mixed reality strategy. Specifically, respected Apple analyst Ming-Chi Kuo reveals that Apple is reconsidering its headset ideas entirely. I remember whispers that Apple might launch a new Vision Pro model in 2025. However, Kuo is now unsure about that. He explains that the company may postpone Apple’s next venture into the mixed reality domain.
There are several reasons given for the unenthusiastic reception of Vision Pro. The first is a lack of “killer apps” designed with the headset in mind. The second is a steep price tag of $3,500 which many consumers do not believe justifies the purchase. The third cause is comfort issues, meaning many buyers are not sure whether they can wear it for so long.
The consequences of mentioning the product also spread significantly beyond Vision Pro. The amount of pancake lenses , key to the structure of the headset, calls into question their broad use. Gellings suggested the mounting of microOLED display tech into small consumer electronics could also have major repercussions. The circumstance threatens the whole technology Apple ecosystem and is likely to have a significant impact.
Many were skeptical about Apple’s early production dreams. Today, however, the reduction in expectations is considered a big blow to the potential of its Vision Pro headset. The company must address low consumer demand while re-evaluating the options. It’s unclear if the company’s plans for mixed reality are on the verge of collapse. Will Apple be able to solve its Vision Pro’s problems and pique the interest of its consumers once again, or must it truly begin from scratch? Time will show if Apple can bring its mixed reality dreams into the light.
