Apple would have already said “STOP”

Almost a year ago, during the WWDC opening conference, Apple presented the Vision Pro. Its virtual reality headset was a real bet for the Apple brand. That of launching first into a new market, in the process convincing the general public of the usefulness of VR.

But the Apple Vision Pro will not have the same beginnings as its glorious elders. If the iPhone and the iPad made history with a more than successful launch, the Vision Pro will not have the right to such a genesis. The device does not arrive on the market until February 2024, 8 months after its presentation.

It is then only available in the United States, and will not arrive in France until the summer. A piece by piece launch which does not facilitate the marketing of this device, sold for €3500. So, logically, the Apple Vision Pro does not meet the commercial success hoped for.

Apple is already reversing course?

But the situation would be even more complicated than we can imagine for Apple. According to the latest information from Wayne Ma, the Cupertino company has simply ended production of its virtual reality headset. Apple would indeed have enough Vision Pro in stock to meet demand for the whole of 2025.

Apple subcontractors have produced between 500,000 and 600,000 virtual reality headsets, with a decreasing rate since November. The Chinese company Luxshare, which assembles helmets at the end of the chain, is said to have produced only 1,000 devices per day this winter, compared to more than 2,000 when the Vision Pro was launched.

A new Vision Pro

The cessation of production of this Vision Pro should nevertheless allow Apple to concentrate on the brand’s next virtual reality headset. A cheaper model could arrive in 2026, with an M5 chip in particular as a big novelty. Mark Gurman has already assured that production has started with several subcontractors.