Apple is facing a decrease in demand for its Vision Pro headset, with analyst Ming-Chi Kuo reporting that the company has cut its shipment forecast for the rest of the year. This drop in demand has led Apple to adjust its headset roadmap, potentially delaying the release of a lower-cost mixed reality headset until 2025 or beyond.
Kuo’s sources suggest that Apple now expects to sell only 400,000 to 450,000 units of the Vision Pro in 2024, significantly lower than the initial market consensus of 700,000 to 800,000 units. The $3,500 price tag may have contributed to the lower-than-expected demand for the headset, as it was not as well-received by consumers as Apple had hoped.
While the Vision Pro has impressed early adopters with its technical capabilities, such as Micro OLED displays, it has not been able to maintain consumer interest beyond the return period. This raises questions about Apple’s position as a trendsetter in the industry, as the performance of the Vision Pro could have a significant impact on the future of VR and AR devices.
If the Vision Pro fails to perform well in the market, it could have reverberations throughout the entire industry. Demand for VR and AR-specific components may not reach the necessary adoption rate for mass production, affecting the development of future products from Apple and other companies in the tech industry.
Apple’s decision to cut its Vision Pro headset shipment forecast reflects a larger trend of decreased demand for high-priced VR and AR devices. The company’s ability to adapt to changing consumer preferences and market conditions will be crucial in determining its success in the rapidly evolving tech industry.