Apple responds to plummeting demand, cuts Vision Pro production

In a recent turn of events, tech giant Apple has taken a significant step in response to dwindling demand for its Vision Pro product line. Reports suggest that the company has made the decision to cut production of Vision Pro devices, signalling a notable shift in consumer preferences or market dynamics.

According to TF International Securities analyst Ming-Chi Kuo, Apple is reportedly revising its forecasts for Vision Pro shipments in 2024 and 2025 due to a significant decrease in demand for the device. Kuo suggests that Apple has scaled back its 2024 forecast to 400-450k units, a notable reduction from the previously anticipated range of 700-800k units. The decision to cut orders was made prior to the device's international launch, indicating a more pronounced decline in sales than initially anticipated. Additionally, Apple is reassessing its product roadmap for head-mounted displays (HMD), potentially leading to the absence of a new Vision Pro model in 2025. This adjustment suggests that Apple anticipates a year-over-year decline in Vision Pro shipments for 2025.

Apple's decision to scale back Vision Pro production serves as a stark reminder of the challenges inherent in the technology market. As consumer preferences evolve and market dynamics shift, even the most iconic brands must remain vigilant and responsive to stay ahead of the curve. Only time will tell how Apple addresses this latest development and charts its course for the future of the Vision Pro product line.