After an incredibly rocky debut, analysts suggest Apple Vision Pro shipments are slowing down. The $3,500 mixed reality headset isn’t quite as popular as Apple had hoped, leading the fruity company to adjust expectations.
The news comes from Apple analyst Ming-Chi Kuo, who claims the original 700,000–800,000-unit estimates were far too high. Now, Apple has apparently cut its 2024 plans to between 400,000 and 450,000 units. In the worst-case scenario, this is half of what the trillion-dollar company wanted.
Price is certainly one of the most significant factors, making it an enthusiast device that targets professionals instead of consumers. Apple gets away with higher costs on other devices because iPhones, iPads, and iPods are all coveted fashion statements. Perhaps the company overestimated people’s willingness to take a punt on mixed reality, which is still rather niche. When Meta Quest 3 exists at a seventh of the price and can functionally do most of the same things, it’s difficult to justify.
Ming-Chi Kuo suggests the eye-watering $3,500 MSRP isn’t the only consideration, however. They claim that Apple’s change in direction could throw a spanner in the works for the rumoured budget model. The Pro-less Apple Vision was supposedly set to grace us next year. Instead, the brand might simply wind down production due to year-on-year declining shipments.
Overall, there’s a general lack of software support. Apple’s promise of 600 apps is a good start, but it pales in comparison to Meta Quest’s 1,000+. For Pete’s sake, it doesn’t even have a native Netflix app. There are also quality concerns with the headset, as some users saw Apple Vision Pros spontaneously crack. Others are simply returning the device in droves, whether they’re RMAs or unwanted working models.
It’s probably a perfect storm, and Apple can see the writing on the wall regardless of it only being on the market for the best part of three months. My money is on this being another cost-cutting measure as the company slims its overheads. After all, this follows the brand scrapping its plans to launch self-driving cars back in February.
