Apple to Reportedly Cease Vision Pro Production Amid Weak Demand

According to a report by The Information, Apple has already started scaling back production of the Vision Pro headset, and may halt its production by the end of 2024 (via MacRumors).

Several sources close to the manufacturing process indicate that Apple’s decision stems from lower-than-expected demand, likely due to the high price of the Vision Pro and a lack of compelling content to drive adoption.

The report suggests that Apple began reducing production as early as mid-2023. By that time, the company had already accumulated enough inventory to meet future demand for the Vision Pro without needing to manufacture additional units.

Suppliers are said to have produced components for roughly 500,000 to 600,000 headsets, leaving warehouses filled with surplus parts.

One of the biggest challenges the Vision Pro has faced since its launch is its steep price point, combined with a relatively limited library of content designed to take full advantage of the device’s capabilities. This combination has made it difficult for the product to gain traction in the market.

Apple’s main assembler for the Vision Pro, Luxshare, is currently producing around 1,000 units per day—half of its peak production capacity. However, Apple has reportedly informed Luxshare that production could wind down entirely by November, marking an official pause on the product.

The company is now said to be prioritizing the development of a more affordable mixed-reality headset. The cheaper model is anticipated to launch with much lower production expectations.

Apple has reportedly told suppliers to prepare for the production of up to four million units over the new headset’s entire lifecycle. Notably, this figure represents just half the initial target set for the Vision Pro, indicating that Apple’s sales projections for the budget-friendly device are modest.