Apple’s $3500 AR/VR glasses, the Vision Pro, have not attracted the expected interest. Due to low demand, the company has had to significantly cut production of the device and is reassessing its future plans. Accordingly, all support may be discontinued in the coming months.
Apple Vision Pro production may stop
Apple has significantly reduced production of the Vision Pro, which it launched earlier this year, due to lower than expected sales. Sales of the $3500 device failed to meet Apple’s projections. Accordingly, it turned out that production could be stopped.
According to recent reports, Apple began reducing Vision Pro production in May. The last warning sent to Luxshare, the product’s main assembler, said it may have to stop production by November. The company initially planned to produce between 500,000 and 600,000 glasses to meet demand.
However, sales of the high-priced glasses failed to meet expectations and thousands of unused products accumulated in warehouses. Some factories even stopped production of Vision Pro parts in May due to Apple’s low sales expectations.
Luxshare is currently producing up to a thousand pairs of glasses per day. That’s halfway to the 2,000 at peak production. The report also suggests that Apple may drop support for the Vision Pro altogether by the end of 2024.
In this context, Apple has postponed work on the next-generation Vision Pro for about a year. The company is instead prioritizing more affordable glasses. It is asking its suppliers to plan for 4 million units over the product’s lifecycle.
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