Has the Apple Vision Pro Been Discontinued? What We Know So Far
- Apple’s high-priced Vision Pro headset might be on its last legs—what went wrong?
- Production’s slowing, sales are slipping... could the Vision Pro be out before it ever really got in?
- Tim Cook calls it “not a mass-market product,” but will a lower-cost version save Apple’s XR dreams?
Despite initial excitement, production of Apple’s $3,500 Vision Pro appears to be winding down amid declining sales and market pressures. Is this the end of Apple’s foray into the XR world?
Photo via WIRED // A man trials Apple's Vision Pro headset in an Apple Store.
A Rocky Road for Apple’s Vision Pro
When Apple unveiled the Vision Pro, it sparked high hopes in the tech world. The headset, pitched as a pioneering product in mixed reality, was initially met with robust demand, with preorders selling out almost immediately. However, as sales figures reveal, demand dwindled significantly over time.
According to industry analyst Ming-Chi Kuo, Apple reduced its shipment target from 800,000 units to around 400,000-450,000 this year. Luxshare, Apple’s assembly partner in China, reportedly cut daily production from 2,000 units to 1,000 after Apple signaled that production might wind down by the end of November.
“The Vision Pro is not a mass-market product,” Apple CEO Tim Cook admitted, stating it’s an "early-adopter product for people who want tomorrow’s technology today." However, that technology comes at a cost—$3,500, pricing out the average consumer in a market where Meta’s Quest 3 retails at a fraction of the price.
The [Apple] Vision Pro is not a mass-market product.— Tim Cook, CEO of Apple
Photo via Apple // Like the iPhone, iPad or Apple Watch, Vision Pro's 'Home Screen' is a collection of colorful apps. Vision Pro overlays digital elements into your physical reality.
Facing Competition and Changing Strategies
Apple’s positioning of the Vision Pro at the premium end of the market has been a double-edged sword. While the headset boasts advanced features like a high-resolution display and spatial audio, its price tag limited its appeal. Comparisons with Meta’s Quest lineup only amplified the challenges: Meta sold about 6 million Quest 2 and 3 million Quest 3 units in a similar timeframe, while Apple sold roughly 370,000 Vision Pros in the first three quarters of 2024.
In response, Apple seems to be pivoting. Sources, including The Information, report that Apple has shifted focus to a more affordable version, tentatively called "Apple Vision," (likely) "Apple Vision Air" (somewhat likely) or "Apple Vision Pro Air" (somewhat unlikely — Apple doesn't often use 'Pro' and 'Air' in the name of a single product) that could retail for about $1,499 - $2,000—still premium, but far less than the current Vision Pro. (More on this later).
Photo via Digital Trends // Meta's 'Quest' line of XR headsets is significantly cheaper than Apple's Vision Pro line, making it an easier sell to consumers.
Lessons Learned: Pricing and Market Fit
Apple’s Vision Pro experience underscores a fundamental lesson: groundbreaking technology needs a target audience that can see—and afford—its value. Although some consumers appreciated Vision Pro’s potential as a “virtual laptop,” most couldn’t justify spending $3,500 on a VR headset.
“Why would I spend more than two months of rent on a VR headset?” one consumer lamented, echoing the sentiments of many. Apple’s high price point and the restricted availability outside the United States limited its appeal and hinted at a misalignment between product and audience. At the same time, it seems like a lot of consumers are holding out for the Apple Vision Pro 2 (or even the Apple Vision Pro 3).
Why would I spend more than two months of rent on a VR headset?
What’s Next for Apple in XR?
Rumors of Apple’s plans for Vision Pro suggest the tech giant isn’t ready to exit the XR race. Rumors indicate that Apple is experimenting with multiple Apple Vision designs, including another premium model (Apple Vision Pro 2) and a more affordable version that trims premium features—potentially removing the “EyeSight” feature and downgrading certain components—to deliver a high-quality experience at a lower cost. Even with these changes, Apple aims to retain the hallmark quality of the Vision Pro. But even then, rumors of an affordable Apple Vision headset have been mixed, with some analysts questioning whether such a device will launch at all.
Initial reports, including one from The Information in January, hinted at a potential 2025 release for a scaled-down, cheaper variant of Apple Vision Pro. However, recent insights from Ming-Chi Kuo, a reputable supply chain analyst, indicate a delay that stretches well beyond 2027.
If Apple can adapt, it may succeed in capturing a broader audience, reshaping its XR journey and making immersive technology more accessible.
Photo via SmartTek // A more affordable version of Apple's Vision Pro virtual reality device is highly anticipated by Apple fans around the world. But will it ever launch?
Final Thoughts
For Apple and its fans, the Vision Pro may have been ambitious, but it also underscored the challenges of premium pricing in a growing market. While the Vision Pro didn’t hit the mark, Apple’s willingness to pivot and recalibrate shows a company committed to making XR a central part of its future. As Apple moves forward, its learnings from the Vision Pro may lay the groundwork for a truly mainstream VR device.
Apple’s XR journey has only just begun.
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Published to Apple Scoop on 18th November, 2024.
I tried the Vision Pro. The video overlay was pretty cool, I’ll admit. But, in 2 minutes, it started hurting the bridge of my nose. After the half hour demo, my nose hurt for the rest of the night. It’s WAY too heavy. In 3 minutes, I noticed the lens distortion as I moved my head around. My $120 Smith wraparound glasses don’t have that level of lens distortion. In fact, no distortion at all. That’s a massive fail for me. And the price... $3500 for a toy. No... I like my Macbook Air, iPhone, iPad, but the Vision Pro costs more than all of them combine. Swing and miss!
1 year ago