Apple’s Vision Pro Faces Premature Shutdown

October 25, 2024
Apple’s ambitious foray into augmented and virtual reality with the Vision Pro headset seems to be facing an abrupt change. Initially unveiled in early 2024 after years of speculation, production of this highly awaited gadget might already come to a halt by the end of November.

Apple Vision Pro’s launch event showcased the brand’s latest tech.

According to a recent report from The Information, summarized by tech news site 9to5Mac, Apple has informed its manufacturing partner Luxshare to prepare for a cessation of production. Luxshare, the Chinese company responsible for assembling the Vision Pro, has been ramping production down recently, currently manufacturing around 1,000 units per day, down from a peak of 2,000.

Production Cuts and Demand Issues

This reduction came as a result of significantly diminished consumer demand for the Vision Pro, primarily attributed to its steep price tag starting from €3,999 and a perceived lack of compelling content. Apple had previously scaled back production earlier this summer, a decision driven by the same concerns, indicating that there seems to be an oversupply relative to interest in the product.

While Apple’s partners are said to have prepared enough components for 500,000 to 600,000 Vision Pro headsets, the complex design has led to production bottlenecks, particularly regarding the display technology used in these devices.

New technological advancements could define the future of Apple’s AR/VR.

Looking Ahead: Future of Vision Pro

Amidst these reductions, speculation continues regarding the future of Apple’s Vision Pro headset. Rumors suggest that an updated version is planned for next year, featuring an enhanced M5 chip. However, Apple appears to have shifted its focus towards developing a more affordable model expected in 2025, with reduced efforts on a more advanced second generation of the Vision Pro.

Apple CEO Tim Cook recently characterized the Vision Pro as a niche product aimed at early adopters rather than the mass market, noting:

“Right now, it’s a product for early adopters. It’s for people who want to have the technology of tomorrow today. Fortunately, there are enough people in that camp, so it’s exciting.”

Conclusion

As Apple navigates its tumultuous journey with the Vision Pro, only time will tell if it can capture the interest of a broader audience or if it will become another footnote in the company’s illustrious history of innovation. As the market waits, all eyes will be on the tech giant to see how they pivot their AR/VR strategy in the coming months.

The evolving tech landscape may lead Apple to re-evaluate its AR/VR offerings.