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Apple is now cutting production on its newly released Vision Pro mixed reality headset only months after launching in a few countries. The Information cited that production has been “sharply slowed down”, and Apple may even reduce production by at least by half by the end of the year. This change occurs at a time when consumer appetite for the pricy headset, which is currently available at $3,499 (approximately ₹2.94 lakh) has dwindled, making it less accessible to the average consumer.
Sources from three of Apple's suppliers indicated that they had manufactured components for around 600,000 headsets, with some employees mentioning "tens of thousands of undelivered parts" still at their facilities. Despite building enough units to meet initial demand, the cooling interest in the product has prompted Apple to reassess its production strategy.
In an effort to capture a larger market share in the competitive AR/VR landscape, Apple is reportedly developing a more affordable version of the Vision Pro. This new headset is expected to debut by the end of 2025, with an estimated price tag of around $2,000 (approximately ₹1.68 lakh). To achieve this lower price point, Apple may need to omit certain premium features from the original model, including the EyeSight feature.
Speculation about Apple's next moves in the mixed reality space has been fueled by recent comments from Bloomberg's Mark Gurman, who suggested that the company's Vision Products Group is working on the budget-friendly headset. This would enable Apple to compete more effectively with companies like Meta, which offer more economical AR/VR options.
Additionally, Apple is rumored to be working on a successor to the Vision Pro, which could incorporate upgraded technology and be launched as early as 2026. As the company navigates the challenges of the mixed reality market, these production cuts and new product developments highlight Apple's commitment to broadening its appeal and making advanced technology more accessible to a wider audience.
