“This is not a mass product” – Apple has reduced production of the Vision Pro AR headset

Apple has reduced production of its very expensive ($3,500) Vision Pro augmented reality headset, focusing on producing more mass-produced products, The Information agency reports. In a recent interview, Apple CEO Tim Cook admitted that he would like to sell more of the Vision Pro, but “at $3,500, it’s not a mass-market product.”

Image source: Apple

The Information quotes “several people” involved in the production and supply of components for Apple’s Vision Pro headset as saying that production plans have been scaled back in recent months. It is also reported that the company that handles the final assembly of Vision Pro headsets has been warned that production may cease in November.

Back in April, there were reports that Apple had cut its Vision Pro shipment forecasts for 2024 to between 400,000 and 450,000 units. Between 500,000 and 600,000 headsets have reportedly been produced since production began last year, suggesting that Apple may have plenty of ready-made devices and spare parts at the moment.

This is consistent with previous reports of Apple changing its strategy in favor of developing a cheaper headset that could go on sale as early as next year. It is very likely that developments and parts from Vision Pro will be used in the production of the new model. At the same time, sources said that if demand increases, the production of Vision Pro may resume and even increase.

In a recent interview, Cook shared his thoughts on Apple Vision Pro. He acknowledged that it’s a niche product and he primarily uses the headset “as a very expensive way to watch movies,” but noted that none of Apple’s successful product lines took off overnight.