Apple appears to be pulling back on production of the Apple Vision Pro, with a new report from The Information suggesting the company may cease production of the current version by the end of 2024. According to sources familiar with the situation, the slowdown began earlier this year as Apple seemingly decided it had built enough units to meet anticipated demand until the product's lifecycle ends next year.
The Vision Pro has reportedly struggled to gain traction in the market, hindered by limited content availability and a steep price tag, which have dampened consumer interest.
Manufacturers working with Apple on the headset’s components have reduced production significantly, with some suppliers halting their work as early as May due to weaker-than-expected sales forecasts. Large quantities of unused parts are said to be stockpiled in warehouses, pointing to a sluggish sales outlook for the device.
Apple's assembler for the Vision Pro, Luxshare, has also been instructed to reduce production, with current output falling to around half of what it once was. While production lines remain intact, allowing for a potential ramp-up if demand improves, the future of the device remains uncertain.
Apple has also reportedly shifted its focus to developing a more affordable version of the Apple Vision Pro and postponed the development of the next generation of the Apple Vision Pro. The company has told its suppliers to prepare for significantly lower production volumes for the cheaper model than originally anticipated for the Vision Pro.
New reports suggest Apple may introduce a modest update to the Vision Pro, potentially featuring upgraded internal components.
