Apple’s mixed reality headset will see its space reduced in certain brand stores. A change which comes as the new Mac M4s arrive on the shelves, but which could also be linked to the disappointing sales of the Vision Pro. Is this an admission of failure on the part of Cupertino?
A strategic redevelopment of spaces
According to Mark Gurman of Bloomberg who is always well informed, Apple will test a new configuration in certain Apple Stores tomorrow. Until now, the Vision Pro benefited from two dedicated tables: one for demonstrations and another for product exhibition. The new device will merge these two spaces into a single table, thus freeing up space for the new Macs equipped with the M4 chip which will be released on the same day.
This reorganization might seem trivial, but it occurs in a particular context for the 3,999 euro headset. Indeed, sales forecasts are revised downwards, with less than 500,000 units expected for 2024, despite the international expansion of the product.
An uncertain future for Apple headphones
The signs of a certain shortness of breath are increasing. Some factories have already reduced component production as early as May 2023, anticipating lower-than-expected demand. Tim Cook himself recently admitted that the Vision Pro was “not a consumer product”, instead positioning it as a device aimed at early adopters.
However, Apple is not giving up. Analyst Ming-Chi Kuo mentions the arrival of a new version in 2025, equipped with a more efficient M5 chip. Rumors also persist about the development of a more affordable model, although its launch is not expected before 2028.
This reorganization of the Apple Stores perhaps reflects a more realistic approach on the part of Apple regarding its mixed reality headset, while preparing for the future with its Mac M4s, the brand’s flagship products which continue to appeal to the general public.
Apple is going to pilot shrinking down the Vision Pro presence in some retail stores tomorrow as it starts displaying the new Macs. Right now, most stores have two AVP tables: 1 for demos, 1 for display units. The pilot will move to one table for both demos and display models.
— Mark Gurman (@markgurman) November 7, 2024
