Apple has cut the production of the Vision Pro mixed reality headset by more than half, said The Information. These reductions, which started in early summer, might indicate that the current form of the headset may be phased out by the end of this year and underline Apple’s new direction in its mixed reality plan.
Apple's Vision Pro Faces Reality Check Production Cut as Sales Falter
This has happened after the firms realized that they had reached their peak of the market for the Vision Pro, which they launched in February. Another drawback of the device is its relatively high cost of acquisition, which continues to deter a vast majority of customers from purchasing the product in a given period.
This is further compounded by the stiff competition that Apple seems to be facing now within the market, especially from Meta Platforms’ Quest headset which is way cheaper than Apple’s offering. For this reason, Apple has been able to fail in creating a buzz on the Vision Pro as many people resort to cheaper products.
Apple’s action may suggest a change of tack on the headset and possibly its larger Mixed Reality plan. The issue with cutting down on production is that it shows at least some understanding that adjustment needs to be made owing to the climate inside and outside the business, as well as customer trends.
Although the future of the Vision Pro in rather cloudy, the redundancy of such devices underlines the problems of Apple in the development of its position in the sphere of mixed reality. The action plans that the company was to undertake in the future may be a make or break for the company in this intense market environment.
Apple’s Vision Pro Stumbles Pricey Headset Faces Production Halts and Competition
The Apple Vision Pro having the mixed reality at $3,500 in the U.S is a great threat to Meta Quest 3 priced at $500. The gap in price has been useful in determining consumer trends because most consumers prefer an item that is cheaper than its branded counterpart.
The Information has reported that final assembly has felt its brunt, as suppliers appear to have manufactured no more than the necessary components for 500,000 — 600,000 Vision Pro devices. This figure stands much lower than expectations that were set initially, mainly due to below-par sales.
The production problems escalated in May when one factory claimed that it stopped making Vision Pro parts. The suspension means there is increasing doubt about the headset’s future and Apple’s capacity to ramp production.
Last week, it also warned its assembler, Luxshare, that it might have to stop making gadgets entirely by November. The action suggests that Oculus may be preparing to start phasing out this current model of the headset if it continues to underperform in terms of sales.
These losses coupled by intense competition from cheaper devices lead to the conclusion that Apple faces a lot of challenges in the MR market. As of now, there is no solid plan as to what the Vision Pro model will be in the future because the company is still trying to find its ways.
Apple's Vision Shift Affordable Headset in the Works as High-End Plans Stall
Apple has not yet responded to Reuters’ request for a comment on the reported production issues of Vision Pro headset. It raises a number of questions about Microsoft’s future for its mixed reality products and services portfolio but that is all we are left with.
Last June, The Information already revealed that the iPhone maker was already working on an inexpensive version of the Vision headset that may be released before the end of the year 2025. It is believed that this should be offering a lower set of capabilities to be appealing to the consumer at a lower price.
Apple has apparently halted development on one of its most strategic projects—a high-end headset to rival Microsoft’s Mixed Reality headset—that could be signaling a more mass market oriented direction. The decision is an effort to strike a new ground in innovation with the other aim of making it affordable in the market place.
Apple released the Vision Pro in other countries earlier this year to try and generate more interest as competition intensifies in the mixed reality sector. The release comes as the company steps up efforts to add AI capabilities across its product lineup, including its flagship iPhones.
The timing underscores the fact that Apple cannot afford to wait for rivals when it comes to both AI and mixed reality technologies. Thus, the strategies for the further development and the positions chose during organizational changes for the management of the production issues and the competition will determine the future of the Vision products in the company.