Apple Is Slowing Down Production of Its Vision Pro Headset: Report
Apple may be scaling back its hopes for the Vision Pro headset.
The tech company has slowed down production of the mixed-reality headset since the early summer, the Information reported on Wednesday. By the end of the year, Apple could even opt to completely stop making the current version of the Vision Pro, multiple people involved in building components for the headset told the outlet.
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Apple debuted the Vision Pro earlier this year, its first new product in a decade. The $3,499 headset basically allowed you to live inside your computer or phone, thanks to its virtual-reality features. But since its initial release, the Vision Pro hasn’t been met with the demand Apple expected. And some people even started returning the device because they didn’t find it to be comfortable or due to a lack of features they had expected.
In response to that weak demand, Apple has started cutting back on Vision Pro production. One employee at a Vision Pro supplier told the Information that their factory suspended production of components in May, and that they have tens of thousands of undelivered parts sitting in the warehouse. Another person who works at Luxshare, the company that handles the Vision Pro’s final assembly, told the outlet that Apple said it may need to stop manufacturing in November. (An Apple spokesperson declined to comment to the Information.)
The winding-down may not be a terrible sign for Apple, however. It’s possible that the slowdown means Apple has enough current inventory to meet demand into the near future, the Information explained. Plus, if sales were to strengthen in the coming months, Vision Pro production could resume relatively quickly, since Apple isn’t completely shutting down production lines. Plus, the tech company is reportedly working on a cheaper version of the headset that could be released by the end of 2025.
Still, the Vision Pro may not be the immediate hit that Apple was hoping for. Even Tim Cook has admitted as much. The Apple CEO told The Wall Street Journal over the weekend that the headset is “an early-adopter product.”
“People who want to have tomorrow’s technology today—that’s who it’s for,” Cook said. “Fortunately, there’s enough people who are in that camp that it’s exciting.”
It may be exciting, but it apparently hasn’t stopped the brand from pumping the brakes on the device’s production.
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