Apple stops Vision Pro production amid weak demand and customer dissatisfaction

Apple stops Vision Pro due to low demand and user issues.

: Apple halted Vision Pro production due to low demand and poor user feedback, with headaches and app shortages cited as major issues. Initially launched in February 2024, the device was introduced at WWDC 2023 and has faced challenges, including a backlash against its high price. Luxshare, the manufacturer, reduced production as Apple reevaluates its strategies. The company shifts focus to a low-cost model, aiming for higher sales.

Apple has ceased production of the Vision Pro headset due to weak demand and customer dissatisfaction following its launch. Initially unveiled at the Worldwide Developers Conference in June 2023 and available for purchase by February 2024, the device did not perform well commercially, selling fewer than 500,000 units. Factors contributing to the lackluster sales include a very high price, limited applications, and user complaints of discomfort such as headaches and vision problems.

Reports indicated that production began scaling back last summer at Luxshare, the manufacturing partner, with components sufficient for 500,000 to 600,000 units. Manufacturing was reduced significantly by November, with production dropping to half the original rate. Despite plans for an upgraded Vision Pro with a faster chip, its future remains unclear as Apple has not announced updates since the project’s inception.

Apple is now shifting its focus to affordable models amidst halted development on a second-generation Vision Pro. The company predicts that the low-cost variant will surpass existing models by selling approximately four million units over its product lifespan. Consequently, Apple hopes to capture a larger market share by addressing the cost barriers of its earlier headset.