Apple has been forced to dramatically reduce production forecasts for its Vision Pro mixed reality glasses, which were unveiled last month after seven years of development and hailed as a groundbreaking release.
Complex design and production challenges are behind the downward revision of production goals for the glasses, while plans for a more affordable version of the device have been delayed, according to multiple sources.
Apple has already stated that the $3,500 “spatial computing” glasses will not be available for purchase until “early next year,” marking a significant time gap from their announcement on June 5th.
Problems in the supply chain
Analysts have interpreted this to be more related to supply chain issues rather than giving developers time to create applications for the Vision Pro.
Two individuals close to Apple and Luxshare, the Chinese manufacturer that will initially assemble the device, said that preparations were being made to produce less than 400,000 units in 2024.
Additionally, two China-based exclusive suppliers of certain components for the Vision Pro stated that Apple only requested enough for between 130,000 and 150,000 units in the first year.
Both projections imply a significant reduction in production compared to a previous internal sales target of one million units in the first 12 months.
And low confidence in the demand… due to its high price
Apple’s downward forecasts reflect a lack of confidence in scaling up production, according to analysts and industry experts, following years of missed release deadlines for the device.
Meanwhile, Apple is already working on new generations of headphones, including a more affordable version expected to attract a larger consumer base, according to two individuals with direct knowledge.
Despite the setbacks, market intelligence group Canalys believed that Apple would surpass 20 million users within five years of its launch.
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