Apple’s mixed-reality headset Vision Pro was made two months ago and it has disappeared from normal public conversations. Now, the latest report from Ming-Chi Kuo indicates that headset shipments have declined, putting a question on Apple’s mixed reality dream. Here are the details.
Inside Apple’s Vision Pro Plans
According to Kuo, Apple is now targeting around 4,00,000 to 4,50,000 Vision Pro shipments for 2024, which is down from the initial market consensus of around 7,00,000 to 8,00,000 units.
Earlier, the analyst reported that Apple would unveil the second iteration of Vision Pro in 2025. But now he says that Apple is ‘reviewing and adjusting its overall strategy around the Vision Pro, and we will not have any new generation any time soon.
What About the International Launch?
Kuo has also stated that the initial excitement for the Vision Pro in the US has fizzled with demand falling much lower than expected. This has caused Apple to pull the brakes on its international launch plans. Kuo earlier reported that Apple will release the headset in more countries before their developer conference in June but that now seems unlikely.
Apple’s Vision Pro Sales are Not That Great
According to a recent Bloomberg report, several Apple stores in the US are struggling to sell their premium headset and are hardly selling a couple of devices in a week. It also revealed that even the demand for demos has been quite low since the product launch. The report says many people who book appointments to test Vision Pros don’t show up.
Is Apple’s Mixed Reality Dream Fading Away?
Honestly, it’s too early to say anything as the device and the technology are in their early stages. Many analysts and market experts had predicted that the hype around the Vision Pro would die down and it might stay as a niche product until we see an affordable version of the first generation, which seems to have turned out to be true.
While the r/VisionPro subreddit is filled with customers complaining about the headset, the iPhone maker is working on addressing some of the issues. For example, the company recently unveiled spatial personas that try to create a friendly environment in the Vision Pro universe. Besides, the company also bundles a Dual Loop Band headset strap that applies less pressure on your face for added comfortability.
So, at the moment, we don’t know whether this is the end of Apple’s mixed reality dream. But one thing is certain: it is not becoming a mass-market product anytime soon and will stay in that niche for geeks and riches.
