Report: Apple May Halt Vision Pro Production Next Month

According to a report, Apple may cease production of the Vision Pro as early as next month.

Apple Slows Down Production of Vision Pro Headsets

Tech giant Apple has significantly cut the production of its mixed reality Vision Pro headsets, reports The Information. According to sources involved in the device’s production, the company might stop manufacturing the headset by November.

CEO Acknowledges Product Failure

Following an interview with the Wall Street Journal, Apple CEO Tim Cook conceded the headset’s failure. “At $3500, it’s not a mass-market product,” he stated. “It’s aimed at early adopters, those eager to embrace tomorrow’s technology today. Fortunately, there’s a significant number of enthusiasts to make it exciting.”

Prospects of a More Affordable Model

Apple appears to be developing a cheaper model, slated for release next year. However, with an anticipated price of $2000, it may still struggle to captivate mainstream consumers. Moreover, Apple suppliers reportedly have enough components to assemble between 500,000 to 600,000 headsets, with at least one supplier employee stating that no new parts have been built since May.

Fierce Competition

In the meantime, Apple’s main rival, Meta, launched its new entry-level model, the Meta Quest 3S, in late September. Priced significantly lower at $299 for the base model and $399 for the 256GB version, even the more powerful Meta Quest 3 starts at $499, over 85% cheaper than the Vision Pro.

The Vision Pro was one of Apple’s major gambles in recent years. However, as Cook mentioned in the WSJ interview, the company aims to embody the ethos of “not the first, but the best.” Does this mean Apple will continue refining the Vision Pro to create the “best” headset? Only time will tell.