Apple Cuts Back Vision Pro, Questioning Its VR Future
On Sunday, reports from Counterpoint Research and Apple’s manufacturing partner revealed Vision Pro headset sales of just 370,000 units, with experts questioning that if Apple cuts production, then its VR market could reach a point of no return.
A source from Luxshare, Apple’s manufacturing partner, reportedly said that daily production has been halved, and Apple is considering winding down production by the end of November. This is quite a contrast to a product launched not too long ago as a game-changer for both entertainment and retail.
Brand’s Push, Despite Hurdles
Global luxury brands like Gucci, Balenciaga, and MyTheresa are investing in Apple’s Vision Pro to create immersive digital experiences for tech-savvy customers. Balenciaga’s Vision Pro app launched a new “Accessories” tab in which one can explore 3D pieces and a virtual tour around its Paris couture salon, according to FashnFly. Gucci has introduced an interactive gallery showcasing its latest collections and heritage pieces in a virtual replica of its Milan flagship store. MyTheresa, on the other hand, offers an exclusive virtual try-on experience for high-end fashion items, allowing customers to visualize pieces in 3D before making a purchase.
Despite its innovations, the $3,500 Vision Pro high price has deterred potential buyers. Many are also disappointed with inconsistent tracking features and cumbersome design. Memes mocking the gadget since its Apple Worldwide Developers Conference 2023 (WWDC) launch have further hindered its reception.
Future Prospects: A Slimmer, Cheaper Vision?
According to The Information,if Apple cuts production, then it might not give up entirely on spatial computing. The reports also stated that the iPhone parent is also planning a more affordable version of the Vision Pro headset, potentially set for release by end of 2025.
Mirroring Meta’s strategy with its Quest 2 headset and Quest 3 headset – which have achieved colossal market success – in terms of lower price points and improved economics, Apple could broaden its consumer base.
Meta’s VR devices have been highly adopted; Quest 2 has sold more than 20 million units so far. That is, demand for mixed-reality tech exists, but success depends on meeting consumers’ expectations with price and functionality.
The Apple cuts production decision could help the giant perfect the Vision Pro, bringing it closer to market expectations, or let Meta take its potential market share. For now, the future of Vision Pro remains in suspense, but not the entire market for mixed reality technology.
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