Why Apple Is Cutting Down on Vision Pro Headset Production

Why Apple Is Cutting Down on Vision Pro Headset Production

News by Anja PaspaljAnja Paspalj
Published: July 05, 2023

Apple has run into production difficulties with its newly released Vision Pro mixed reality headset. 

Launched at this year's WWDC conference, the Vision Pro headset was priced at a shocking $3,499 with an internal sales target of 1 million sold units in 2024.  

The complex production process will reportedly have the tech company greatly scaling back on its internal sales target.  

Anonymous sources from Luxsharethe Chinese contract manufacturer set to produce the Apple Vision Pro headsets, have predicted that they do not expect to make more than 400,000 units in 2024. 

The biggest challenge in manufacturing is the two micro-OLED displays for the eyes, as well as the outward-facing lens, also one of the main reasons for Apple’s unexpectedly high price tag. 

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Dubbed the “first spatial computer,” the Vision Pro mixed reality headset is the first of its kind on the market.  

“Through a tight integration of hardware and software, we designed a standalone spatial computer in a compact wearable form factor that is the most advanced personal electronics device ever,” explained Apple’s Vice President of Technology, Mike Rockwell. 

Despite the hype surrounding the headset, Apple has stated that it does not estimate a large profit from Vision Pro sales in 2024.  

It is no surprise then that it will take the tech market some time to catch up to this innovation becoming a part of users’ daily lives. 

Nevertheless, Vision Pro's introduction sets a new standard that will influence how the top AR companies shape the future of augmented and virtual reality.

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