Apple has significantly reduced the production of its Vision Pro mixed reality headset since early summer, according to multiple sources involved in building components for the device. The company may cease production of the current version by the end of the year, suggesting that Apple has enough inventory to meet demand for the foreseeable future. Counterpoint Research estimates Apple sold around 370,000 headsets in the first three quarters of this year, with expectations to sell approximately 50,000 more by year-end.
While these sales figures are minuscule compared to iPhones, which sell about 600,000 units daily, no one outside Apple knows the company’s internal expectations for Vision Pro unit sales. Vision Pro faces notable challenges, including its high price tag of around $4,000 per unit, lack of extensive software and exclusive content, and its bulky and expensive design compared to other consumer electronics. Apple seems to have been aware of these hurdles, evident in their limited advertising for the device.
Manufacturing constraints also play a role in the production cuts. Sony, the exclusive supplier of high-resolution OLED displays for the Vision Pro, can only produce enough for around 450,000 headsets annually. This limitation aligns closely with the estimated sales of 420,000 units reported by Counterpoint Research.
Vision Pro faces notable challenges
Interestingly, estimates show that Apple expected to sell fewer than 500,000 units in the first year due to the device’s challenging manufacturing process and high costs. As of October 2024, the sales estimates are within the anticipated range, reflecting Apple’s cautious but strategic approach in launching this new product line.
In an interview with The Wall Street Journal, Apple CEO Tim Cook acknowledged the Vision Pro’s high price but mentioned a sufficient number of early adopters willing to invest in the device. “At $3,500, it’s not a mass-market product,” Cook stated. “Right now, it’s an early-adopter product.
People who want to have tomorrow’s technology today—that’s who it’s for. Fortunately, there’s enough people who are in that camp that it’s exciting.”
While headlines about Apple sharply scaling back production of Vision Pro attract attention, the sales are almost exactly in line with expectations set by previous reports. Apple is known for producing highly popular products, and Vision Pro isn’t one of them in terms of sheer volume.
However, it’s misleading to suggest that Vision Pro sales are surprisingly weak when they align closely with earlier projections.
Noah Nguyen is a multi-talented developer who brings a unique perspective to his craft. Initially a creative writing professor, he turned to Dev work for the ability to work remotely. He now lives in Seattle, spending time hiking and drinking craft beer with his fiancee.
