Apple said to ‘sharply’ reduce Vision Pro production since summer: report

Apple (NASDAQ:AAPL) has “sharply” reduce production of its Vision Pro mixed reality headset since the summer and may stop making the existing version before the end of the year, The Information reported.

The move could mean that Apple has enough inventory of its existing product to meet demand, and it could be Apple is focusing on building a second version of the product that is cheaper and slated to be released sometime next year, the news outlet added, citing multiple people involved in building components for the Vision Pro.

In July, it was reported that sales of the device were unlikely to top 500,000 this year, due in part to the high price, and lack of apps available for it.

Cupertino, Calif.-based Apple did not immediately respond to a request for comment from Seeking Alpha.

Apple introduced the $3,500 Vision Pro in June 2023 at its developers conference, its biggest product launch in a decade.

Chief Executive Officer Tim Cook recently opined on the Vision Pro in an interview with The Wall Street Journal and said while he’d like to sell more units, he believes it will get better over time. “Over time, everything gets better, and it too will have its course of getting better and better,” Cook told the news outlet. “I think it’s just arguably a success today from an ecosystem-being-built-out point of view.”

Apple is slated to report fiscal fourth-quarter results after the close of trading on October 31. A consensus of analysts expect the company will earn $1.55 per share on $94.26B in revenue.