Apple’s Vision Pro augmented reality headset hasn’t even been released yet, and it’s already in trouble.
If the report is accurate, the issues stem from the device’s complexity as well as manufacturing problems. This is why China’s Luxshare, Apple’s only manufacturer for the Vision Pro, plans to produce fewer than 400,000 units of the device in 2024, while two unnamed component makers for the Vision Pro are preparing to make 130,000 to 150,000 units in the first year of production.
Apple originally targeted 1 million in sales in the first year, the report claims.
Among the culprits for the production forecast cuts are the micro-OLED displays, which are also the most expensive components used in the Vision Pro.
The ultra-high-res OLED displays might be the main culprit behind Apple’s Vision Pro production woes.
The launch of Vision Pro was reportedly delayed several times, and when it finally did reveal the product in June, Apple carefully said it would actually make it available to consumers “early next year.” The headset’s high launch price at $3,499 is likely a means to reduce demand as well.
All of this might mean that the Vision Pro, when it finally does become available, might be very hard to get. But the FT’s report is accurate, the production issues might cause even bigger headaches for would-be buyers, as Apple has internally delayed plans for a more affordable version of Vision Pro.