Apple's dreams dashed: Production of Vision Pro halted

FAILED TO REACH SALES TARGETS

Apple CEO Tim Cook introduced the Vision Pro in June 2023, touting it as a product that would usher in the era of spatial computing. The device went on sale in February 2024 and was considered a difficult device to access due to its high price of 3,499 dollars and limited content market. While Apple had set a sales target of 700 thousand to 800 thousand for the first year, it is estimated that only 420 thousand units were sold by the end of the year.

PRODUCTION TEMPORARILY HALTED

It has been reported that Apple instructed its Chinese production partner Luxshare Precision to reduce and halt Vision Pro production in November. Production had been gradually reduced since the summer months, and by October, daily production was limited to only 1,000 devices. However, it is noted that the existing production lines have not been completely dismantled and that production could be restarted if demand increases.

WORKING ON A NEW DEVICE

Despite the low sales figures, it is claimed that Apple has not given up on mixed reality technology and is working on a more affordable Vision Pro model. It is stated that the company has postponed its plans to develop a second-generation Vision Pro for a while, focusing instead on a more economical model. The goal for the new model is to reduce costs by using the excess components of the current Vision Pro.