Too expensive? Apple slowing down production of Vision Pro headset

Apple might have finally realized that its shiny Vision Pro headset is just too expensive. A new report claims the tech giant has scaled back production of the gadget and will aim to make something cheaper.

According to The Information’s sources involved in making parts for the Vision Pro, production plans have been scaled back in recent months. Production could be further wound down in November.

This follows a Tim Cook interview with the Wall Street Journal (WSJ) Magazine last weekend where the Apple CEO said he would “obviously” want to sell more headsets but acknowledged that “at $3500, it’s not a mass-market product.”

The Information also reported earlier that Apple changed its strategy back in the summer and was already focusing on making a cheaper headset. It could be available next year.

Of course, it’s still possible that production could ramp back up if demand suddenly increases. Christmas is two months away, and some richer folks might decide the Vision Pro is a great gift for their spoiled juveniles.

But so far, the numbers aren’t great, The Information says. Already in April, a few months after Apple began shipping the pricey gadget, analyst Ming-Chi Kuo revealed the tech firm had cut Vision Pro shipment estimates for 2024 to between 400,000 and 450,000 units.

And because the assembler – a company called Luxshare – has allegedly already made between 500,000 and 600,000 units since production began last year, Apple probably has enough headsets stockpiled for now.

Meta’s Quest 3 is selling better, and in June, a Chinese tech company, Rokid, debuted AR glasses that are five times cheaper than the Vision Pro. Poor sales of the latter can thus be explained by its discouraging price.

As we pointed out last week, most consumers were more likely to simply try out the shiny new Vision Pro device – and then give it back to the store clerk. $3499 is a lot of money for a cool toy.

In the interview with WSJ Magazine, Cook said he was using the Vision Pro every day as he trusts it will still become popular.

“Right now, it’s an early-adopter product. People who want to have tomorrow’s technology today – that’s who it’s for. Fortunately, there are enough people who are in that camp that it’s exciting,” said Cook, who added that the next Vision Pro could be “lighter and cheaper.”