A new report from The information cites “several people” involved in making parts for Apple's Vision Pro headset and says production plans have been scaled back in recent months. This follows a Tim Cook interview published this weekend by WSJ. magazinewhere he said, “Of course I would like to sell more,” but acknowledged that “at $3,500, it's not a mass market product.”
According to the report, the company that handles final assembly of the Vision Pro headsets was warned that production could stop in November.
There are caveats, including that production could be ramped up if demand increases for some reason, and that a future model could use some of the same parts but with an improved processor.
In April, analyst Ming-Chi Kuo said Apple had cut Vision Pro shipment estimates for 2024 to between 400,000 and 450,000 units. The information quotes an employee at assembler Luxshare saying it has made between 500,000 and 600,000 headsets since production began last year, suggesting Apple may have enough parts and headsets in stock for now.
Tim Cook told this WSJ“At the moment it is an early adopter product. For people who want tomorrow's technology today, “it's the right fit,” but many early adopters are probably waiting for something a little cheaper to hit the shelves.