Apple's AR/VR Headset Expected to Enter Mass Production in October Ahead of Late 2023 Launch

Apple's long-rumored AR/VR headset will enter mass production in October and launch by December, according to investment firm Morgan Stanley. Apple is still expected to unveil the headset at WWDC next week, and provide developers with tools to create apps for the device, which is expected to have its own App Store.

apple ar concept kane purple

Apple headset concept by designer Marcus Kane

"While we expect Apple's AR/VR headset to be unveiled next week, our supply chain checks suggest mass production won't start until October '23, with general availability most likely ahead of the December holidays," said Erik Woodring, an Apple analyst at Morgan Stanley, in a research note obtained by MacRumors.

Apple's supply chain is preparing to assemble only 300,000 to 500,000 headsets in 2023, according to Woodring. As widely rumored, he believes the headset will have a starting price of around $3,000, and he expects gross margins to be "close to breakeven at first," suggesting that Apple will initially make minimal profits on the device.

Morgan Stanley also reiterated that Apple plans to announce a new MacBook Air at WWDC, but it's unclear if this information is independently sourced or simply corroborating other rumors. Apple's keynote begins on Monday, June 5 at 10 a.m. Pacific Time.

Related Roundup: Apple Vision Pro
Related Forum: Apple Vision Pro

Top Rated Comments

jmovie Avatar
17 weeks ago
I miss the days when the MacRumors comments section was a place of actual thought and conversation. Now it's just a Twitter'ish hole where people fling flippant, sardonic dead-end comments. It's too easy to type "flop"; instead, give us a thoughtful argument as to the headwinds you think a new product might face. I am over the moon for this upcoming launch and I'd make my case, but it's not clear there's many left here who care... ?
Score: 18 Votes (Like | Disagree)
HobeSoundDarryl Avatar
17 weeks ago
I forecast the Phoenix (rising) iMac "bigger" will be branded PRO and "starting at only..." $3499, north of $4K nicely configured. Look back to the former iMac Pro as your guide.

As to Goggles, bring 'em on. Finally, FINALLY: an entirely NEW product creation from Apple this is not a slightly bigger or slightly faster rehash of the existing mix. I look forward to seeing whatever it can do and whatever it actually costs. I hope it dazzles... but, unlike seemingly many, reserve all judgement until the vapor is actually revealed so we can see what it actually is, what it can actually do, what it actually costs, etc.
Score: 10 Votes (Like | Disagree)
newyorksole Avatar
17 weeks ago

I miss the days when the MacRumors comments section was a place of actual thought and conversation. Now it's just a Twitter'ish hole where people fling flippant, sardonic dead-end comments. It's too easy to type "flop"; instead, give us a thoughtful argument as to the headwinds you think a new product might face. I am over the moon for this upcoming launch and I'd make my case, but it's not clear there's many left here who care... ?
I agree with ya. I am also very excited and can’t stand all of the doom and gloom comments on literally every article, no matter what it is.

it’ll be nice to discuss it all on Monday too when it’s revealed. Apple knows what they’re doing here.
Score: 10 Votes (Like | Disagree)
filmantopia Avatar
17 weeks ago

I agree with ya. I am also very excited and can’t stand all of the doom and gloom comments on literally every article, no matter what it is.

it’ll be nice to discuss it all on Monday too when it’s revealed. Apple knows what they’re doing here.
This is how it is every time. I always refer to this as the cycle of Apple criticism.

1) Apple would never do X.

2) Okay, Apple is doing X, but people will never buy it.

3) All the people buying X are sheep.

4) I bought X. But it’s flawed!

5) Apple was great when it did X, but will fail at the next thing they’re doing.
Score: 9 Votes (Like | Disagree)
Longplays Avatar
17 weeks ago
For $3k I rather get a replacement for the 2020 iMac 27". It's 34 months old by WWDC 2023.
Score: 8 Votes (Like | Disagree)
dumastudetto Avatar
17 weeks ago
Just a few days before we see all the magic for the first time. Anyone betting against Apple should prepare to lose their money.... AGAIN!
Score: 7 Votes (Like | Disagree)

Popular Stories

iphone se 4 modified flag edges

iPhone SE 4 Details: Action Button, USB-C Port, Face ID, and More

Wednesday September 27, 2023 1:34 pm PDT by
Significant changes are expected to arrive with Apple's fourth-generation iPhone SE, in terms of both design and hardware, MacRumors has learned. The iPhone SE 4, known internally under the codename Ghost, is expected to receive a new design derived almost entirely from the base model iPhone 14. According to our sources, the iPhone SE 4 will use a modified version of the iPhone 14 chassis...
iOS 17

Apple Releases iOS 17.0.2 and iPadOS 17.0.2 for All iPhones and iPads

Tuesday September 26, 2023 12:47 pm PDT by
Apple today released iOS 17.0.2 and iPadOS 17.0.2 updates, with the software coming five days after the releases of iOS 17.0.1 and iPadOS 17.0.1. Today's iOS 17.0.2 and iPadOS 17.0.2 updates arrive as build 21A351 and can be downloaded on eligible iPhones and iPads over-the-air by going to Settings > General > Software Update. Note that iOS 17.0.2 was previously made available for iPhone...
iOS 17

Everything New in iOS 17.1 Beta 1

Wednesday September 27, 2023 1:57 pm PDT by
Just a week after releasing iOS 17, Apple has seeded the first beta of iOS 17.1 to developers. iOS 17.1 adds some features that Apple promised were coming to iOS 17 in the future, plus it refines and improves some existing features. This guide covers everything new in the first iOS 17.1 beta. Apple Music Favorites You can favorite songs, albums, playlists, and artists in the iOS 17.1...
iPhone 15 Pro lineup

iPhone 15 Pro Overheating Concerns Highlighted in Two More Reports

Thursday September 28, 2023 6:25 am PDT by
iPhone 15 Pro and Pro Max overheating concerns continue to make headlines this week, with the topic highlighted by The Wall Street Journal and Bloomberg. Both of the reports document anecdotal complaints from customers, and outline potential causes, but it's unclear how many devices are actually affected. Bloomberg said the overheating could be caused or compounded by the iPhone's setup...
iPhone 15 Pro Lineup Feature

Kuo: iPhone 15 Pro Overheating Issues Likely Due to Thermal Compromises, Not 3nm Node

Tuesday September 26, 2023 9:12 am PDT by
Complaints about heat issues with the iPhone 15 Pro models are not related to TSMC's 3-nanometer node that was used for the A17 Pro chip, according to well-respected Apple analyst Ming-Chi Kuo. Kuo says that overheating could be caused by "compromises made in the thermal system design" that allowed Apple to cut down on the weight of the iPhone 15 Pro models. Kuo says that the reduced heat...
iPhone 15 USB C Port Keynote

Some USB-C Power Banks Fail to Work With iPhone 15

Thursday September 28, 2023 2:06 pm PDT by
Apple added a USB-C port to the iPhone 15 lineup this year, allowing it to work with USB-C cables, USB-C power banks, and more. It turns out that some USB-C battery packs are not working properly with Apple's iPhone 15, resulting in charging issues. As highlighted on Reddit and the MacRumors forums, not all existing USB-C power banks can be used with the iPhone 15 models, perhaps due to the...
Mac Gaming

Apple Explains How Game Mode Works in macOS Sonoma

Wednesday September 27, 2023 2:24 am PDT by
In macOS Sonoma, Game Mode prioritizes CPU and GPU performance for gaming purposes on Macs. For those unfamiliar with Game Mode, Apple on Tuesday published a support document providing more information on how to use the new feature. Game Mode optimizes your gaming experience by giving your game the highest priority access to your CPU and GPU, lowering usage for background tasks. And it...