Apple would have abruptly reduced production of its headset from the summer of 2024 before considering a complete shutdown at the end of the year. According to the sources of The Informationthe Cupertino firm has produced enough units to cover demand until 2025. This is a decision reminiscent of that taken for the iPhone 12 mini in the face of disappointing sales.
Apple would stop production of the Vision Pro
The production figures speak for themselves: suppliers produced between 500,000 and 600,000 units of components for the Vision Pro. The situation is such that factories have stopped manufacturing since May 2024 in the face of less than encouraging sales. Warehouses would be cluttered with tens of thousands of undelivered parts.
Luxshare, Chinese assembler of the Vision Pro, has reportedly received directives from Apple to reduce production in November 2024. If sales improve, the company could resume manufacturing since the lines have not yet been completed. been dismantled. But by October 2024, the company was assembling only 1,000 headsets per day, half of its maximum capacity.
Worse still: Apple has reportedly suspended development of the second generation for at least a year to focus on the more affordable model. But the forecasts for this reduced price Apple Vision Pro remain modest. The Cupertino company would ask its suppliers to prepare to produce four million units over the entire life cycle of the product, or half of the objectives set for the current version.
Change of strategy for Apple?
Several reasons explain this commercial failure. The main ones: the prohibitive price of $3,499 and an insufficiently developed content ecosystem. Tim Cook called the Vision Pro a product aimed at “early adopters”. In other words, it is not aimed at the general public.
Despite the possible pause of the second generation for the Vision Pro, sources explain that the Californian company would just be banking on an update of the current version. It would be the same design but with technical improvements like Apple Intelligence and the M5 chip.
According to Mark Gurman of Bloombergthis new Vision Pro would be launched by Apple between fall 2025 and spring 2026. The Cupertino company could reuse components from the first generation to reduce excess stock in its supply chain.
