Apple reportedly cuts Vision Pro production due to low demand

Wider predictions for Vision Pro sales have varied significantly, and it’s difficult to point to a consensus on market expectations.  According to an Ars Technica report in June 2023, Wedbush Securities forecast around 150,000 units in the first year of sales;  Morgan Stanley expected sales of around 850,000; and Goldman Sachs predicted sales as high as 5 million.

It was rumored that Apple initially hoped to sell 1 million of the devices in the first year on sale, according to a Financial Times report in 2023; that expectation was later revised down due to production issues. 

Morgan Stanley analysts predicted in January that Apple would ship between 300,000 and 400,000 headsets in 2024, according to a CNBC report, while a Wedbush analyst put the figure at 600,000 units for the year, according to Business Insider. 

Kuo himself forecast sales of around 500,000 units for 2024, according to a January blog post.  

What seems clear is that the Vision Pro will make up a relatively small part of the total market for AR/VR devices, which remains a niche product category.

While the first-generation device is powerful and impressive, said Ramon Llamas, research director with IDC’s devices and displays team, consumers still need to be convinced of its value and utility. 

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AndyC

Andy Curtis is an award-winning security consultant, researcher and public speaker. He has been working in the computer security industry since the early 1990s, having been employed by state and federal government, leading healthcare and banking providers across three continents. He has given talks about computer security for some of the world’s largest companies, worked with law enforcement agencies on investigations into hacking groups, and is a regular voice on TV and radio explaining IT security threats.

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