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Apple May Halt $3,500 Vision Pro Production by Year's End; Cheaper Model Expected in 2024

Oct 23, 2024, 03:07 PM

Apple Inc. has sharply scaled back production of its Vision Pro mixed reality headset since early summer and could suspend assembly as soon as November, according to reports from The Information and other sources. Suppliers have made enough components for roughly 600,000 headsets and are currently assembling only around 1,000 units per day. Some suppliers have already halted manufacturing components since early summer. The Vision Pro, priced at $3,500, was initially targeted at early adopters rather than the mass market. CEO Tim Cook previously acknowledged the high price point, stating, "At $3,500, it's not a mass-market product. Right now, it's an early-adopter product." Industry analysts suggest that Apple may be shifting focus to developing a more affordable version of the headset, potentially priced around $2,000 and expected to be released as early as 2024. Counterpoint Research estimates that Apple has sold around 370,000 units so far.