Apple's Vision Pro has thrown calculations into a tailspin
Apple, making a bold entry into the mixed reality glasses industry, found itself forced to reevaluate its calculations due to both costs and pricing issues.
The Vision Pro, Apple's inaugural mixed reality headset, created a buzz when it was revealed at WWDC 2023 last month. Not only its unique features but also its steep price point has been the talk of the town. Yet, it appears that Apple is grappling with more than just the high price tag; the complex design of the Vision Pro is presenting production hurdles that have compelled the tech giant to significantly scale back its production.
Being one of the most intricate devices Apple has ever produced, the Vision Pro presents a challenge in terms of incorporating all its advanced features into such a compact device. Originally, Apple had planned for an early release the following year, with a manufacturing goal of one million units in its first year. However, due to the production complexities, the tech behemoth has reportedly revised its plans, asking its China-based suppliers to deliver components for merely 130,000 to 150,000 units.
Apple's Vision Pro has thrown calculations into a tailspin
The headset employs a multitude of cutting-edge technologies, adding layers to the manufacturing difficulties. These issues are further intensified by supply chain delays. As a consequence, sales predictions for the Vision Pro in 2024 are now under 400,000 units, a considerable dip from the original target. Nonetheless, for a new product category, it is still a noteworthy quantity.
Marking Apple's substantial leap into the augmented reality market, the Vision Pro is anticipated to be a high-end device featuring eye tracking, facial recognition, and high-resolution displays. The repercussions of the production cuts on the device's pricing remain uncertain. However, it wouldn't be surprising if the headset ends up being pricier than initially projected. Despite these setbacks, Apple's commitment to the Vision Pro doesn't seem to waver, with rumors about a more budget-friendly version surfacing for a 2025 release. Whether Apple can meet its revised production targets for the Vision Pro in 2024 is yet to be seen.
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