Everyone who has bought it will tell you: the Apple Vision Pro is a real gem in terms of functionality, interactions, software… However, the Vision Pro has a gigantic handicap: its price. Because of its price starting at €3,999, sales are unable to take off and stocks are accumulating, which seems to be starting to worry Apple… The company could stop production of the Vision Pro at the end of the year.
Towards a cessation of production of the Vision Pro until stocks run out?
The Apple Vision Pro seems to be having a lot of difficulty selling, several reports have confirmed this in the past and this is also confirmed on the production level. Despite expectations, its high price dampened sales, leading to high inventories in Apple stores and the company’s logistics centers. According to a rumor, Apple has drastically reduced production of the device and is even considering stopping its manufacturing before the end of the year if the situation does not improve.
The drop in production would have started in the summer of 2024, following disappointing commercial performance in the American market, where the Apple Vision Pro had been available since February. Between 500,000 and 600,000 units would have been produced, sales would be well below this threshold, Apple has not communicated precise figures on the Vision Pro sold.
Apple has informed Luxshare (one of its main manufacturing partners) that a manufacturing shutdown could occur as early as next month. This is a huge blow for the company which hoped to increase its turnover following its contract with Apple to produce the Vision Pro.
Sufficient stocks for extended marketing
If production were to stop next month, that doesn’t mean production of the Apple Vision Pro would stop. Indeed, current stocks are sufficient to meet demand over a long period, even without new units produced. Apple could therefore continue to sell the Vision Pro throughout 2025, with units produced in 2024.
Apple, however, is not completely closing the door to a relaunch of production, if sales were to take off. Production lines remain operational and could restart if the situation reverses. Furthermore, faced with these disappointing results, the company has decided to pause the development of the second generation of Vision Pro for a period of one year. Instead, Apple is now focusing on a less expensive model that can appeal to a wider audience. What the company wants is to offer a Vision Pro at a price of less than €2,000, but for this some sacrifices will have to be made on the characteristics in order to reduce the manufacturing cost. Suppliers have even received instructions to prepare to manufacture 4 million units of this future discounted headset.
