“Apple halts Vision Pro production early due to lack of demand” < Metaverse < Industry < Text of article

There is news that Apple has already reduced production of the mixed reality (MR) headset ‘Vision Pro’, which was released in February. Although it hasn’t even been released outside of the U.S. yet, it has been concluded that there is no demand for it.

On the 24th, The Verge quoted Apple analyst Ming-Chi Kuo and reported that Apple had drastically reduced its shipment forecasts for Vision Pro due to sluggish demand.

According to this, Apple is known to have lowered Vision Pro sales this year to 400,000 to 450,000 units. This is half of the market expectation of 700,000 to 800,000 units.

It falls far short of Apple’s original expectations, and it is predicted that there will be no significant difference even when overseas sales begin.

Although a detailed cause analysis has not been released, the high price of $3,500 (approximately 4.8 million won) is cited as the reason. Vision Pro has succeeded in capturing the attention of early adopters due to its technical excellence, but it is difficult to secure popularity.

For this reason, it is expected that the production of Vision Pro will end quickly and that the company will focus on developing low-cost headsets starting next year.

He also said that attention will be paid to how Apple’s policy will affect Meta and Samsung Electronics’ headset strategies in the future.

Analyst Kuo said Apple’s failure could cause popular components such as micro OLED to fall short of mass production adoption standards. In fact, after the launch of Vision Pro, Samsung Electronics and LG Electronics are known to have considered adopting Micro OLED for Vision Pro.

Meanwhile, Senior Director Frank Casanova, who worked at Apple for 36 years and led the marketing of Vision Pro, is reported to have left the company last week. The detailed reason was not revealed.

Reporter Lim Da-jun [email protected]