Apple Trims Vision Pro Forecasts Amid Cooling Demand

Apple’s ambitious foray into mixed reality, the Vision Pro headset, might be seeing its forecast darken before its global debut. According to renowned Apple analyst Ming-Chi Kuo, the tech giant has slashed its shipment expectations from the initial market consensus of 700,000-800,000 units down to just 400,000-450,000 for 2024. It seems the hefty $3,500 price tag may be causing consumers to hit the pause button, cooling the initial demand. This significant adjustment suggests Apple is rethinking its strategy for rolling out mixed reality tech to a broader market.

See also: VR is NOT Dying. Period.

Despite the technological marvel that the Vision Pro represents, it hasn’t managed to keep all its early adopters from returning it within the grace period. This tepid reception might not just reflect on Apple but could send ripples across the entire industry, impacting the adoption of VR and AR-specific components like Micro OLED displays. If these parts don’t reach the critical mass necessary for mass production, it could stall their integration into other devices too.

In response to the lower-than-expected enthusiasm, Apple may be pushing the timeline for a more wallet-friendly MR headset beyond 2025. This adjustment might be a play to buy time and revamp their approach to capturing a larger share of the consumer market in the future.

For a deeper dive into Apple’s Vision Pro, check out TheVerge’s detailed review highlighting the peaks and troughs of this MR headset’s journey: Apple Vision Pro review: magic, until it’s not.

As Apple recalibrates its vision for mixed reality, it underscores a broader narrative in tech: even giants can stumble when the market doesn’t follow the beat of their drum. Will this be a minor hiccup or a full-scale retreat in the VR/AR arena? Only time will tell, but for now, it appears Apple is taking a cautious step back to reassess its next big move in the world of virtual vistas.