Apple has dramatically scaled back the production of its Vision Pro mixed-reality headset, according to a report from The Information. This decision comes just days after CEO Tim Cook acknowledged that the $3,500 device is primarily aimed at early adopters and is “not a mass-market product.
The production cut is believed to be a response to underwhelming sales, leaving Apple with ample inventory to meet current demand. Estimates earlier this summer suggested that Apple would not achieve 500,000 sales in 2024.
This has fueled speculation that the company is planning to release a less expensive model in 2025. The rumored headset, priced at around $2,000, would feature a slower processor and less premium build materials compared to the Vision Pro. The potential introduction of a lower-cost model indicates that Apple is recalibrating its strategy to better address consumer demand and market conditions.
In a recent interview with The Wall Street Journal’s Ben Cohen, Cook openly admitted that the Vision Pro headset is not a mass-market product. “At $3,500, it’s not a mass-market product,” Cook stated. “Right now, it’s an early-adopter product.
Apple strategy addresses Vision Pro demand
People who want to have tomorrow’s technology today—that’s who it’s for.
Cook also elaborated on Apple’s philosophy regarding innovation. “We’re perfectly fine with not being first,” he said.
“As it turns out, it takes a while to get it really great. It takes a lot of iteration. It takes worrying about every detail.”
The Vision Pro’s sales figures, estimated by research firm IDC, were part of the extensive conversation.
Cook believes that Apple Intelligence, the company’s integrated technological ecosystem, makes the experience of using Apple products “profoundly different.
Beyond the Vision Pro, the interview explored various aspects of Cook’s professional life, including his daily routine and lessons learned from Apple’s co-founder, Steve Jobs. Additionally, Cook discussed his role on Nike’s board of directors and supported the appointment of Elliott Hill as Nike’s new CEO this month. This candid discussion sheds light on Apple’s strategic direction and the challenges it faces in the competitive tech landscape.
For further updates on this and other tech news, stay tuned.
