In a significant shift, Apple has reduced its shipping forecasts for the Vision Pro, with the company now expecting to ship between 400,000 and 450,000 units this year. This marks a stark decrease from the earlier expectations of 700,000 to 800,000 units.
Analyst Ming-Chi Kuo suggests that this revision is due to a sharper than anticipated decline in demand within the U.S., which has influenced the company’s strategy on a global scale.
Kuo indicates that the lackluster demand in the U.S. has led Apple to adopt a more cautious approach concerning the Vision Pro’s international launch, originally planned to expand before the WWDC event in June. This conservative stance seems to reflect broader concerns over market receptivity outside the U.S.
Further complicating Apple’s outlook is the possibility of adjusting its future plans for the headset’s lineup. Initially, there were anticipations of a second-generation Vision Pro launching around the second half of 2025.
However, current projections now cast doubt on any new model being introduced in that timeframe, suggesting potential delays or reevaluations of Apple’s head-mounted display (HMD) product roadmap.
This adjustment in shipment numbers could align with previous reports from the Financial Times, which last July estimated Apple would produce around 400,000 units in 2024. This figure was seemingly adjusted upward upon the product’s release in February, only to be revised back down in light of recent developments.
As Apple apparently “reviews and adjusts” its strategy, it remains to be seen how these changes will affect the company’s position within the competitive headset market.
Whether this conservative shift is a strategic recalibration or a response to market dynamics could significantly impact Apple’s future in wearable tech.