Apple has experienced a setback in the production of Apple Vision Pro. Despite initial excitement, demand for the headset has fallen short of expectations. As a result, Apple has changed its strategy and significantly reduced its production targets.
According to analyst Ming-Chi Kuo from TF Securities International, Apple has made major changes to its production targets for the Apple Vision Pro. Initially, market consensus estimated production figures between 700,000 to 800,000 units. However, Apple has now revised this down to a more modest range of 400,000 to 450,000 units. This decision reflects a conservative outlook on customer demand, influenced by lower-than-expected interest in the headset since its launch.
Kuo suggests that the company may delay the launch of the Vision Pro’s successor, originally anticipated for 2025. This strategic move aligns with Apple’s cautious approach, considering down demand trends. While the Apple Vision Pro boasts technical prowess, it might not be enough to retain all early adopters beyond the return period.
Although the Apple Vision Pro is currently exclusive to the US market, Apple has hinted at plans for international expansion. CEO Tim Cook previously mentioned the device’s arrival in China by 2024, although specifics regarding the timeline remain undisclosed. Despite anticipation for its global rollout, Apple’s re-evaluation of demand dynamics may influence the pace and scope of its international launch strategy.
Apple’s decision to scale back production underscores the challenges in forecasting consumer interest in emerging technologies. As the company navigates shifting market dynamics, it remains vigilant in aligning production with actual demand. With future product releases potentially adjusted in response to evolving trends, Apple continues to adapt its strategy to maintain its competitive edge in the rapidly evolving mixed reality landscape.
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