In a surprising turn of events, Apple has decided to reduce the number of Vision Pro headsets it plans to ship this year significantly. The update comes from analyst Ming-Chi Kuo, who notes a sharp decline in demand for the device, prompting the tech giant to adjust its expectations and strategy.
Ming-Chi Kuo’s latest analysis reveals that Apple has slashed its shipping targets from an initial estimate of 700,000 to 800,000 units down to merely 400,000 to 450,000 units. This decision is based on the weaker-than-expected demand within the US market. Kuo interprets this move as a sign that Apple is reevaluating its market strategy even before the Vision Pro makes its debut in international markets.
Conservative approach to global markets
The cautious stance is further evidenced by Apple’s plans concerning the global release of the Vision Pro. Despite earlier reports suggesting an international launch before the Worldwide Developers Conference (WWDC) in 2024, the current outlook appears less promising. Apple is reportedly scaling back expectations and has even delayed the international rollout, which might include countries such as Singapore, China, Japan, the UK, and others, to later this year.
This downturn in consumer interest has led Apple to reassess its future product releases. Kuo suggests that the company is revising its roadmap for the Vision Pro headset. Given the current market response, it seems increasingly unlikely that we will see a new iteration of the headset in the next year.
As Apple gears up to introduce new iPads in the coming weeks, the focus might shift away from the Vision Pro, at least for the near future. The company’s strategy will likely involve careful monitoring of the product’s performance in the initial markets before making further commitments.
