Apple Vision Pro Production Halt: Component Surplus and Shift to Affordable Models

Apple Vision Pro Production Halt: Component Surplus and Shift to Affordable Models

November 11, 2024 Catherine Williams Business

Apple to End Production of Vision Pro Headset

Apple is planning to stop producing its high-priced Vision Pro mixed-reality headset by the end of 2024. Here are the key points:

Reasons for Ending Production

  • The Vision Pro, priced at $3,499, has seen low demand due to its high cost. Despite initial excitement and positive reviews, the headset’s price has been a significant barrier for most consumers[2][4][5].

Sales and Inventory

  • Apple sold nearly 200,000 units in the early weeks, but sales momentum slowed down. Currently, Apple has a stockpile of between 500,000 to 600,000 unsold units[1][4][5].

Future Plans

  • Apple is pausing development of the Vision Pro 2 to focus on a lower-priced version. This new model, potentially priced around $2,300, could be powered by an iPhone and is expected to debut by late 2025 or early 2026[2][4][5].

Market and Consumer Feedback

  • The high price of the Vision Pro has made it inaccessible to the average consumer. Apple CEO Tim Cook acknowledged that the Vision Pro was not designed for the mass market but rather for early adopters[1][2][4].

Other Projects

  • Apple is also working on smart glasses that could rival Meta’s in-development Ray-Bans, although these may not be available until 2027[2].

By ending production of the current Vision Pro, Apple aims to clear its inventory and prepare for a more affordable and potentially more successful VR product in the future.