Apple Cuts Vision Pro Shipments as Demand Falls 'Sharply Beyond Expectations'

Apple has dropped the number of Vision Pro units that it plans to ship in 2024, going from an expected 700 to 800k units to just 400k to 450k units, according to Apple analyst Ming-Chi Kuo.

Apple Vision Pro Dual Loop Band Orange Feature 2
Orders have been scaled back before the Vision Pro has launched in markets outside of the United States, which Kuo says is a sign that demand in the U.S. has "fallen sharply beyond expectations." As a result, Apple is expected to take a "conservative view" of headset demand when the Vision Pro launches in additional countries.

Kuo previously said that Apple will introduce the Vision Pro in new markets before the June Worldwide Developers Conference, which suggests that we could see it available in additional areas in the next month or so.

Apple is expecting Vision Pro shipments to decline year-over-year in 2025 compared to 2024, and the company is said to be "reviewing and adjusting" its headset product roadmap. Kuo does not believe there will be a new Vision Pro model in 2025, an adjustment to a prior report suggesting a modified version of the Vision Pro would enter mass production late next year.

In a February report, Kuo said that Apple was working to improve the efficiency of production and supply change management, with little change to the product specifications and user experience. At the time, Kuo estimated that we would not see a Vision Pro with significant updates until 2027.

Kuo believes that Apple needs to work to address the lack of key applications, price, and comfort without impacting user experience. Poor Vision Pro sales is expected to impact the growth of pancake lenses and the adoption of microOLED display technology in small-sized consumer electronics.

Related Roundup: Apple Vision Pro
Buyer's Guide: Vision Pro (Buy Now)
Related Forum: Apple Vision Pro

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Top Rated Comments

sw1tcher Avatar
5 weeks ago
Orders have been scaled back before the Vision Pro has launched in markets outside of the United States, which Kuo says is a sign that demand in the U.S. has "fallen sharply beyond expectations."
Whose expectations? Couldn't have been mine as I expected very few buyers due to the high price and no compelling use case.
Score: 119 Votes (Like | Disagree)
hagar Avatar
5 weeks ago
This is hard to believe. Why would Apple have expected to sell 800k units. It doesn’t solve anything, there’s no killer app, it’s uncomfortable and too expensive.

Apple must know this is a glorified dev unit and work hard on 2.0.
Score: 52 Votes (Like | Disagree)
octopi Avatar
5 weeks ago
Do Apple still not realise that not all of their customers are billionaires.
Score: 51 Votes (Like | Disagree)
XciteMePls Avatar
5 weeks ago
It flopped. We can say it out loud. Fanboys and Apple apologists, it's okay. You can still love all your shiny Apple things and admit a product of theirs just didn't land the way they thought it would.
Score: 41 Votes (Like | Disagree)
poematik13 Avatar
5 weeks ago
this was obvious. most of the sales were people buying it to unbox and review on social media. those all got returned.

nobody wants to pay $3500 to wear a brick on their face. not to mention the hilarious wired battery attached to your belt like you're a diabetic.

make it $1749 and identical to a pair of designer sunglasses and it will take off.
Score: 35 Votes (Like | Disagree)
gijsmans Avatar
5 weeks ago
Price is not the issue, it’s the lack of a use case.
Score: 33 Votes (Like | Disagree)