Vision Pro: Apple is reportedly adjusting production significantly downwards

Apple has reportedly revised its internal sales expectations for the Vision Pro downwards - and significantly so. The manufacturer has reduced production orders for the headset and is now only expecting sales of around 400,000 to 450,000 units in the current calendar year, according to analyst Ming-Chi Kuo. The fact that Apple is cutting orders even before the international launch of the Vision Pro indicates that demand in the USA is already "drastically below expectations", writes Kuo - Apple is now also calculating more conservatively for other markets. The analyst usually has detailed insights into Apple's supply chain.

Analyst: Apple adjusts its headset roadmap

Observers originally assumed that Apple could sell up to 1 million headsets in 2024 and would need practically all the micro OLEDs that could be produced. According to Kuo, the latest market forecasts for Vision Pro sales were still up to 800,000 units in the current year. According to the analyst, Apple was able to sell around 180,000 units during the US pre-order period, but demand quickly collapsed afterward.

Apple is therefore also adjusting its headset roadmap and is no longer planning a new Vision Pro model for 2025, Kuo adds- and Apple is therefore expecting sales figures to decline next year. Whether and when a more affordable "Vision" will follow remains completely open for now. According to the analyst, this will also affect suppliers specifically for pancake lens systems and micro OLEDs.

Recently, US Apple Stores also reported that there were only a few Vision Pro sales, and interest in appointments for a 30-minute demo of the headset was also waning. Shortly after the US sales launch at the beginning of February, it was noticeable that there were hardly any delays in the availability of the Vision Pro.

Few apps, hardly any content for Vision Pro

Apple has not provided specific sales figures for its product ranges for years, but is likely to comment on the US launch of the Vision Pro for the first time when it announces its latest financial figures at the beginning of May. The headset has been available there since the beginning of February, with prices starting at 3500 US dollars (plus tax). In addition to problems such as wearing comfort, the Vision Pro is currently struggling primarily with a limited range of apps and content, with very little new content being added recently. According to speculation, Apple could bring the Vision Pro to other countries before the WWDC developer conference in June.

(lbe)