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Apple's Vision Pro Underperformance Results in Reduced Production

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By Brennan Forrest - - 5 Mins Read
Apple Vision Pro headset
Apple Vision Pro | Jack Skeens / Shutterstock.com

Vision Pro Sales Sputter Out of the Gate

Remember when Apple unveiled the Vision Pro back in June? The hype was real, with people lining up to get their hands on this futuristic device.

Well, it seems like the initial excitement has fizzled out a bit.

According to Apple analyst Ming-Chi Kuo, sales of the Vision Pro have not quite lived up to Apple's expectations.

Kuo asserts that Apple has decreased its shipment forecast for 2024, from an ambitious 700,000-800,000 units, to a more moderate 400,000-450,000 units. This is a significant decrease, especially considering the product is not yet available globally.

"Apple cut orders before launching Vision Pro in non-US markets, which means that demand in the US market has fallen sharply beyond expectations, making Apple take a conservative view of demand in non-US markets," Kuo wrote on Medium.

Now, let's be real here. The Vision Pro is a technology that promises to revolutionize the way we interact with digital content. But with great power comes great... well, you know the rest. This headset is bulky, it's expensive (we're talking $3,499 kind of expensive), and it might just be a little too futuristic for the average consumer.

A person wearing the Apple Vision Pro
Wearing the Apple Vision Pro | Ringo Chiu / Shutterstock.com

Don't get it wrong; reviewers have been raving about the immersive experience and the seamless integration of the virtual and real worlds. But let's be honest, having your eyes projected onto an external display is a tad unsettling. It's like something straight out of a Black Mirror episode, am I right?

According to Kuo, the Vision Pro's underperformance has forced Apple to reevaluate its product roadmap.

The company has reportedly scrapped plans to launch a new Vision Pro model in 2025, which was initially expected to be a more affordable option.

Now, this could be a blessing in disguise. It gives Apple more time to refine the technology, iron out any kinks, and potentially make the Vision Pro more accessible to a broader audience. After all, we've seen this story before with other Apple products (*cough* the original iPhone *cough*).

Despite the rocky start, there's a strong possibility the Vision Pro could still be a game-changer in the long run.

While it may take some time for the general public to embrace the idea of wearing mixed-reality headsets, once they overcome the initial obstacles, the possibilities for the future are endless.

Perhaps we will all be sporting Vision Pros during our next virtual social gathering. After all, stranger things have happened before, haven't they?

The Vision Pro might have hit a speed bump, but I wouldn't count Apple out just yet. After all, they've got a knack for turning lemons into tech-flavored lemonade.