Apple‘s Vision Pro mixed reality headset, which was unveiled in June 2023 with great fanfare, is facing a potential demand issue. Renowned Apple analyst Ming-Chi Kuo has reported that Apple has cut its production orders for the Vision Pro due to a significant cooling of interest from potential buyers. The tech giant now expects to sell only 400,000 to 450,000 units in 2024, a far cry from the initial market consensus of 700,000 to 800,000 units.

The $3,499 price tag and niche use case are being cited as reasons for the tepid demand. Even early adopters have returned their units, citing concerns over practical applications and the high barrier to entry. This situation could have broader implications for the mixed reality industry, potentially dampening enthusiasm and investment in the nascent market.

Apple, however, remains committed to spatial computing and is reevaluating the timeline for a more affordable mixed-reality headset. The company may choose to recalibrate its approach, potentially delaying the launch of a mass-market device. For now, the Vision Pro remains a tantalizing glimpse into the future, but one that has yet to resonate with the broader public.

Apple Vision Pro

Apple Vision Pro is a spatial computing device that blends digital content with the physical world using eye, hand, and voice controls. It features an infinite canvas for arranging apps, a personalized entertainment system, and a 3D camera for spatial photos and videos. The device is designed by Apple, with a custom dual-chip system for advanced spatial experiences. It includes a high-performance eye-tracking system, a sophisticated sensor array, and a custom micro-OLED display. The device supports spatial audio, audio ray tracing, and seamless integration with AirPods Pro (2nd generation).

From $3,499 at Apple