Production of Apple Vision Pro May Have Ceased Due to Reduced Demand

Core production of Apple Vision Pro may have ceased given the turn of the year into 2025. According to previous reports, Apple may have ceased production of its mixed reality headset by the end of 2024 due to lower-than-beneficial demand for the headset.

Earlier, in October, a report from The Information indicated that Apple had begun scaling back production of Vision Pro. However, at the time, it was theorized that production would halt altogether by the end of 2024. While there has yet to be any official confirmation, the transition from 2024 to 2025 is a good reminder that the device may no longer be in active production.

Back when the reports first surfaced, it was believed that production of the Vision Pro had already begun scaling back by the summer. By that time, Apple and its suppliers had supposedly already amassed inventory to meet inventory goals without having to manufacture more units. Components for roughly 500,000 to 600,000 headsets were said to have been made and collected in warehouses.

Following its launch on February 2, 2024, Apple soon experienced lower-than-anticipated demand for the already niche hardware. Due to its steep price point and limited software options, Vision Pro never reached mass consumer appeal. Instead, it was marketed towards early adopters, enterprises, etc. Apple’s main assembler for the Vision Pro, Luxshare, was producing around 1,000 units per day, according to early reports. However, this total was half of peak production capacity. Luxshare’s production was expected to wind down entirely by November.

Apple is believed to be concentrating efforts on a more affordable version of its Vision Pro headset. It’s believed that with reductions to the hardware, Apple may target a price between $1,500 to $2,000 USD (around $2,050 to $2,700 CAD). This would be a much more attractive price tag than the current $5,000 CAD for a Vision Pro. To achieve this, Apple may remove the EyeSight feature, which lets users take advantage of a passthrough display, highlighting the user’s eyes to others. The lower-cost headset may also remove some cameras and sensors.