Apple decided to stop production of the first generation product because Vision Pro sales were below expectations.
Apple mixed reality headset released in 2024 VisionPro stopped production for. The company made this decision after the device failed to reach expected sales targets due to its high price and limited content offering. The fact that only 420,000 units were sold out of the 700,000-800,000 units targeted for the first year shows that Vision Pro was a big disappointment for Apple.
Why Did Vision Pro Sales Fail to Expect?
Vision Pro was launched by Apple as the “spatial computing” revolution. However, the $3,499 price tag of the device prevented it from reaching a wide user base. Additionally, when it was released, it offered limited content and was not attractive enough to consumers, which were among the main reasons for low sales.
The production process also encountered problems. Chinese manufacturer Luxshare Precision halved its Vision Pro production and started producing 1,000 units per day. However, in October 2024, Apple decided to stop production completely. It is stated that the company’s current Vision Pro stocks are sufficient to meet demand throughout 2025.
Although Apple was disappointed with the first generation model of Vision Pro, it continues its work in the field of mixed reality. The company is reportedly working on a more affordable Vision Pro model and this model could be released in 2026. Besides this, a high-end second-generation Vision Pro is also said to be under development.
These moves by Apple in the mixed reality market are considered as part of the company’s long-term strategies. Despite the failure of Vision Pro, Apple is expected to come back on the scene with new products to fully realize its potential in this field.