When Apple introduced the most anticipated virtual reality and augmented reality glasses in the industry in a decade, many of us had doubts. Yes, it was Apple’s most revolutionary and ambitious invention in years, but: were buyers and the industry ready for such ambitious and expensive mixed reality glasses?
Now we know that no, that potential customers were fewer than expected and that the lack of integration with Apple’s ecosystem applications and programs is dragging down sales that continue to decline. Tim Cook’s team has made the tough decision to reduce production of these rarely used glasses.
Apple analyst Ming-Chi Kuo writes that Apple cut Vision Pro orders even before its launch outside the United States. His sources claim that Apple now expects to sell only about 400,000 to 450,000 units in 2024, compared to what Kuo says was a “market consensus” of 700,000 to 800,000.
The Vision Pro are selling much worse than Apple estimated
In the face of unexpected demand decline, Apple is adjusting its headphone roadmap, possibly towards creating lower-cost mixed reality glasses by 2025 (if it does).
The Apple Vision Pro has greatly captivated early users with its technical prowess, but not enough to retain them beyond the return period.
Apple usually sets trends in new product markets, and if the Vision Pro doesn’t perform well, it could have repercussions throughout the industry. Kuo believes that the demand for certain specific components of VR and AR, such as Micro OLED displays, may not reach the necessary adoption rate for mass production to reach other devices.
Apple has hit the mark with its first groundbreaking product in almost two decades, but that doesn’t mean that their product is not truly innovative and ambitious. Surely, in the long run, it will end up working.
