Recent reports indicate that the excitement surrounding the Vision Pro has waned, leading to significantly reduced demand for the headset compared to its launch. Contrary to initial expectations, the Apple Vision Pro hasn’t emerged as a top seller for the company, resulting in a reduction in shipment orders.
Speculations suggest that the lower-than-anticipated demand could be attributed to the high price tag of the Vision Pro, which stands as one of the priciest mixed reality headsets currently available in the market.
Apple, as per Ming-Chi Kuo, is reducing its shipment orders due to lower-than-expected demand, and there could be several reasons for this decline in interest. Initially aiming for 700,000 to 800,000 shipments in 2024, Apple now plans to slash orders by nearly half, given the downward trend in demand.
Now, the company is looking to get 400,000 to 450,000 shipments from suppliers this year. This trend might continue until 2025, prompting Apple to adjust its plans accordingly.
In a recent edition of his Power On newsletter, Mark Gurman discussed the Vision Pro, emphasizing a decrease in demand for demos, with some Apple Stores experiencing only a few sales per week. Although there could be various factors contributing to the lower-than-expected demand, the steep $3,499 price tag isn’t within everyone’s budget. According to Kuo, Apple is reassessing its plans for the Vision Pro, as he predicts that demand will keep declining next year.
It seems Apple is taking a cautious approach to the market by reducing its unit orders, even though they’ve decided to introduce the headset to more markets. According to earlier reports from Kuo, Apple planned to launch the Vision Pro in Canada before the WWDC 2024 event, which could potentially boost overall demand.
Yet, unless the price is lowered, the product might face similar challenges in other regions. The introduction of the second generation of Vision Pro could potentially address this issue.
As previously reported by WCCFtech, the company is developing a more affordable version of the Vision Pro, which could be priced significantly lower than the current model, potentially ranging between $1,500 and $2,500. Apple intends to unveil a successor to the Vision Pro next year, and in the meantime, shipments are anticipated to continue declining.
In addition to the price, Gurman also mentioned that using the Vision Pro is less convenient compared to a laptop or tablet, even for activities like media consumption, because of its battery attachment and the visionOS interface.
Additionally, Kuo suggests that Apple needs to develop clear use cases and provide adequate app support for a smooth user experience. Stay tuned for more updates on the demand for the Vision Pro.