It looks like Apple are calling it quits with the Vision Pro, citing a lack of demand for the $3,500 device:
The Vision Pro is widely reported to have seen weak demand due to insufficient content and its high price point. The Information said that Vision Pro suppliers have now produced enough components for between 500,000 to 600,000 headsets. Some factories suspended production of Vision Pro components as early as May based on Apple’s weak sales forecasts, and warehouses remain filled with tens of thousands of undelivered parts.
I have many thoughts: how engineers must have been pushed to make this thing, how it was purported to be good in any way, how so many influencers and YouTubers got them and advertised them—literally or in videos where people used them for 50 hours straight—and how all of that energy lead to this: a lack of demand.
I even saw giveaways and Vision Pros used as literary devices (e.g. a kid stealing from church collection plates to buy one). I’d say I don’t know what Apple was thinking when they made this but when given that they became a multi-trillion dollar company during a pandemic, they can afford these “mistakes”. And lord knows Apple has a history of failures that they bounced back from (hi, Pippin and Twentieth Anniversary Macintosh1!)
(via a ton of sources including VGC, Financial Times, and Mac Rumors; h/t Kyri on Bluesky)
- fwiw, I actually liked the design of the TAM. But again, it was an expensive device nobody wanted ↩︎