Official statements from Apple or credible news analysis

Apple May Halt $3,500 Vision Pro Production by Year's End, Shifts Focus to Cheaper $2,000 Model

Oct 23, 2024, 01:52 PM

Apple has reportedly sharply scaled back production of its $3,500 Vision Pro mixed reality headset since early summer and may stop making the existing version entirely by the end of the year, according to multiple reports citing The Information. Some suppliers have purportedly halted manufacturing components, and Apple could suspend production as soon as November, having produced enough components for approximately 600,000 headsets and assembling around 1,000 units daily. The move comes amid reports of lower-than-expected demand and high inventory levels. Apple is said to be shifting its focus toward developing a more affordable version of the headset, rumored to be priced around $2,000 and potentially slated for release in 2025. In a previous statement, Apple CEO Tim Cook acknowledged that at $3,500, the Vision Pro is "not a mass-market product," describing it as an early-adopter product for those "who want to have tomorrow's technology today."