Apple is reportedly scaling back production of its $3,500 Vision Pro headset, a virtual-reality device that has faced weak demand.
on Wednesday. By the end of the year, Apple could even opt to completely stop making the current version of the Vision Pro, multiple people involved in building components for the headset told the outlet.Focal’s New Wireless Loudspeakers Deliver Sophisticated Sound Without All the Mess
Apple debuted the Vision Pro earlier this year, its first new product in a decade. The $3,499 headset basically allowed you to live inside your computer or phone, thanks to its virtual-reality features. But since its initial release, the Vision Pro hasn’t been met with the demand Apple expected. And some people even startedIn response to that weak demand, Apple has started cutting back on Vision Pro production.
The winding-down may not be a terrible sign for Apple, however. It’s possible that the slowdown means Apple has enough current inventory to meet demand into the near future, the Information explained. Plus, if sales were to strengthen in the coming months, Vision Pro production could resume relatively quickly, since Apple isn’t completely shutting down production lines. Plus, the tech company is reportedly working on a cheaper version of the headset that could be released by the end of 2025.
Still, the Vision Pro may not be the immediate hit that Apple was hoping for. Even Tim Cook has admitted as much. The Apple CEO“People who want to have tomorrow’s technology today—that’s who it’s for,” Cook said. “Fortunately, there’s enough people who are in that camp that it’s exciting.” It may be exciting, but it apparently hasn’t stopped the brand from pumping the brakes on the device’s production.Tori Latham is a digital staff writer at Robb Report. She was previously a copy editor at The Atlantic, and has written for publications including The Cut and The Hollywood Reporter.
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