During its initial pre-order period, Apple sold approximately 160,000 to 180,000 units of the groundbreaking Vision Pro. This strong start led to market predictions for 2024 estimating sales of 700,000 to 800,000 units for the mixed reality (MR) headset. However, a recent report by Ming-Chi Kuo, an analyst at TF International Securities, indicates that these forecasts are now looking less optimistic, with projections reportedly dropping to just 400,000 to 450,000 units.
“Demand (of the Vision Pro) in the US market has fallen sharply beyond expectations.” – Ming-Chi Kuo
Previously, Kuo had anticipated that reaching the 500,000 shipment mark for the Vision Pro this year would not be difficult for Apple. However, with his recent assessment pointing to a significant decline in demand for the Vision Pro in the U.S. market, he suggests that Apple may adopt a more cautious stance regarding demand in non-U.S. markets.
Currently, the mixed reality headset is available only in the U.S. Nevertheless, several reports indicate that Apple is working on expanding the Vision Pro’s availability to various non-U.S. markets ahead of the WWDC 2024 event. Therefore, just before the anticipated launch of the Vision Pro in these new markets, Apple is cutting back on shipments. But why?
Kuo identifies several factors that may be impacting this situation. Firstly, a significant challenge for the Vision Pro is the need to offer key applications that appeal to consumers. While it has some impressive features, its high price and bulky design do not work in its favor. Additionally, Kuo notes:
“Apple is reviewing and adjusting its head-mounted display (HMD) product roadmap, so there may be no new Vision Pro model in 2025” – Ming-Chi Kuo
Additionally, there have been rumors about a more affordable version of the Vision Pro circulating. If these claims hold true and the reported $2,000 price reduction is not just speculation, there may still be some hope for increased adoption.
Is the Buzz Surrounding the Vision Pro Starting to Fade?
I’ve been spending considerable time with the Vision Pro, creating guides like this one. Initially, I was genuinely excited to use the headset, but that enthusiasm only lasted about a week at most. Since then, I’ve been actively trying to find ways to engage with it. This reflects the current situation with the Vision Pro.
Yes, those immersive videos and interactive apps can give you goosebumps and even make you scream at least for a little while. With each passing day, my usage of the Vision Pro decreases, which is concerning. Soon, it may only come out when I need it to bring an idea to life.
As for Kuo’s predictions, he has a solid track record, but you can never be sure what Apple has in store, so he could be completely off the mark. Only time will tell.
What about you? If the Vision Pro becomes available in your region, would you be willing to pay the steep price for everything it has to offer?
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