In recent developments, Apple has reportedly decided to scale down the production of its Vision Pro headset, approximately eight months after it hit the market. This strategic move, which might lead to a complete halt by the end of the year, was allegedly guided by subdued sales forecasts. Sources within Apple's supply chain suggest that component manufacturing for this product had begun decreasing as early as May.

Production Adjustments and Inventory Management

Apple seems to have amassed sufficient inventory to meet the relatively low market demand for the Vision Pro over the foreseeable future. Suppliers have so far produced parts for an estimated 500,000 to 600,000 units. The assembly is handled by Luxshare, who has been cautioned about a potential production cessation in November. Currently, around 1,000 Vision Pros are manufactured daily; the existing production lines will remain intact to allow quick production ramp-ups if needed.

Future Plans: Cheaper Models and Technological Upgrades

With an eye on future prospects, Apple has postponed the development of a Vision Pro 2 to shift focus to a more affordable version. It is speculated that the premium model might eventually undergo upgrades to incorporate the newer M4 chip, already present in the iPad Pro and soon debuting in various Mac devices. A less expensive vision headset, anticipated by 2025, is expected to eliminate the unique external display and utilize more cost-effective materials and components. The entry-level price for this model could be around $2,000.

Market Position and Pricing Strategy

Since June, the Vision Pro has been available in Germany with prices starting at €4,000. Apple is aware that at this price point, the device appeals primarily to early adopters, as noted by Apple CEO Tim Cook in a previous interview. Although Cook did not discuss specific sales figures, he emphasized the product's role in fostering an ecosystem, hinting that it is considered a success from this aspect.

The market dynamics for the Vision Pro reveal Apple's strategic focus on aligning product offerings with consumer demand and technological advancements, maintaining an adaptive approach to its high-end tech innovations.

This article was initially reported by Heise Online.