Apple Reportedly Cuts Vision Pro Shipments By Half, But Is It A Flop?

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Apple has slashed its 2024 Vision Pro shipments by roughly half to 400,000 to 500,000 units, well-known analyst Ming-Chi Kuo claimed in an industry survey.

The market expected Apple to move between 700,000 to 800,000 headsets this year.

Kuo said the reported cut came before Apple introduced the Vision Pro to markets outside of the U.S., indicating that sales may have dropped “sharply beyond expectations.” The company is believed to be adjusting its headset roadmap and might not update the Vision Pro in 2025.

We’ve asked Apple for comment and will let you know if we hear back.

If accurate, the shipment figures aren’t surprising. The Vision Pro starts at $3,500, and sales began with early software. A widely expected spatial Persona feature (where FaceTime callers have a presence in your virtual space) only came through an update. There are also relatively few native apps, and the weight can make it unwieldy for long periods. It’s difficult to justify a purchase unless you have specific uses, such as computing on flights or spatial video viewing.

However, it’s not clear that the device represents a sales flop. Analysts predicted sales of 350,000 Vision Pro units in 2024. The mixed reality hardware might still be in line with early expectations — it’s just not exceeding them by a significant margin.

Apple has also pitched the Vision Pro to business customers who may have specific needs, such as more immersive product design and training. As the “Pro” name suggests, this first Vision model isn’t necessarily intended for widespread consumer adoption.

With that in mind, Apple has also made clear that it hopes to reach a mainstream audience in time. Movies, games, and personal spatial videos are all major selling points in both the feature set and marketing material. If Vision Pro sales are lower than anticipated, that may be partly due to a lack of general interest.

Apple may not be concerned. It’s no secret that the Vision Pro is the precursor to an eventual mainstream headset, and thus that sales don’t have to be strong from the beginning. This is an initial foray that could help Apple refine its mixed reality technology and find what works for a non-Pro version. The company may only be in trouble if future models also get relatively little traction.