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The high-profile virtual reality gadget quickly fell out of favor with the public. Apple lowered its 2024 Vision Pro sales forecast by more than 40%, setting a new target of 400 to 450 units instead of the 700 to 800 originally expected. This decision is caused by a significant drop in demand in the American market, which analyst Ming-Chi Kuo confirmed in his latest report. Now the company fears that sales of this new product outside the US will not meet its expectations.
According to Kuo, Vision Pro's initial success, with 200 units sold in its first ten days, failed to sustain long-term interest in the product. It is expected that by the end of the current year, sales will amount to only 200-250 thousand units, and forecasts for 2025 are even less optimistic. The company is beginning to discuss a further reduction in supplies. The expert called it the "era of failure" of Tim Cook's company.
Because of this, Apple is making adjustments to its product strategy, reviewing the release schedule and the possibility of finalizing Vision Pro. The analyst claims that a new model of the headset will not appear until 2025 and suggests that the world will see significant updates only in 2027.
Adding to the pressure on the product is the high price of $3,500, the inconvenience of use and the absence of key applications such as Netflix and Spotify. These shortcomings reduce interest in the device among potential buyers, which is reflected in a reduction in the number of demo sessions and a decrease in the number of people willing to test the device.
The situation is complicated by the fact that the headset is gradually disappearing from public discussion and real demand, as highlighted in a recent Bloomberg report. Some Apple stores only sell a few Vision Pro headsets during the week. The gadget risks becoming a niche product that consumers will pay attention to only after the release of a more affordable and improved model.
