Apple allegedly reduces Vision Pro shipments by 50%, yet is it a failure?
Attempts to obtain a comment from Apple regarding these developments are underway, with updates forthcoming if a response is received.
According to industry analyst Ming-Chi Kuo, Apple has significantly reduced its 2024 Vision Pro shipments to approximately 400,000 to 500,000 units, representing a roughly 50% decrease. Expectations from the market had originally anticipated sales ranging between 700,000 to 800,000 headsets for the year.
Kuo suggests that this reported reduction occurred before Apple expanded the availability of the Vision Pro beyond the U.S., indicating a potential sharp decline in sales compared to expectations. This adjustment has led to speculation about potential alterations to Apple's headset roadmap, with the possibility that the Vision Pro may not receive updates in 2025.
Attempts to obtain a comment from Apple regarding these developments are underway, with updates forthcoming if a response is received.
The lowered shipment figures are not surprising given various factors. The Vision Pro carries a starting price of $3,500 and faced initial software limitations upon its release. Highly anticipated features, like the spatial Persona feature for FaceTime, were only introduced through subsequent updates. Additionally, there is a limited selection of native apps available, and the headset's weight can make prolonged usage cumbersome. As a result, the purchase of the Vision Pro may be difficult to justify unless it serves specific purposes, such as in-flight computing or spatial video viewing.
However, whether the device can be labeled as a sales disappointment remains uncertain. Initial forecasts by analysts projected sales of 350,000 Vision Pro units for 2024. It's possible that the mixed reality hardware is still within the realm of early expectations, albeit not surpassing them significantly.
Apple has also targeted the Vision Pro towards business clientele with specific requirements, such as enhanced product design and training experiences. As indicated by the "Pro" designation, this initial Vision model isn't necessarily aimed at widespread consumer adoption.
Nevertheless, Apple has expressed aspirations to eventually appeal to a broader audience. Key selling points, including movies, games, and personal spatial videos, feature prominently in both the product's capabilities and marketing campaigns. If Vision Pro sales fall short of projections, it could be due in part to a lack of general interest.
However, Apple might not be overly concerned. It's widely acknowledged that the Vision Pro serves as a precursor to an eventual mainstream headset, meaning initial sales strength may not be crucial. This serves as an initial exploration that could assist Apple in refining its mixed reality technology and identifying successful features for a non-"Pro" version. The real challenge for the company might arise if subsequent models also struggle to gain significant traction.
