Apple on the Brink: Will Vision Pro Production Cease as Supply Surges?

Apple Inc. could be gearing up to halt production of its ambitious Vision Pro mixed-reality headset by the year's end, yet this potentially dire move doesn't signal the company's complete abandonment of the innovative product line. Recent reports from MacRumors and The Information indicate that Apple has successfully stocked enough components to sustain the Vision Pro’s availability well into next year, though consumer interest in the $3,499 device remains disappointingly low.

In parallel to this, Apple seems to be shifting its focus. The company is allegedly pausing development on the next-generation Vision Pro 2 to reassess its strategy. Rumors suggest it is now prioritizing a more budget-friendly iteration of its mixed-reality headset, which could function by utilizing the power of users' iPhones. Industry insider Mark Gurman, writing in his Power On newsletter, hinted that the affordable version of the headset is still in the works, with a potential launch slated for late 2024 or early 2026.

But that’s not all; Apple appears to be eyeing the augmented reality market fiercely with plans for smart glasses set to compete against Meta’s anticipated Ray-Bans. However, this product might take a while, with some estimates pushing its release date as far back as 2027.

Despite mixed sales results, the Vision Pro has received favorable reviews, with Apple establishing dedicated areas in its retail stores for public demonstrations. However, recent reports indicate a consolidation of these demo spaces, suggesting that the initial excitement may not be translating into sustained consumer interest. Apple itself has stated that this initial Vision Pro model targets early adopters and not the broader market.

In an effort to boost its reach, Apple is launching sales of the Vision Pro in South Korea and the United Arab Emirates this month, which could potentially diversify its customer base. As the tech giant navigates these turbulent waters, many are left wondering: Is Apple prepping for a major pivot in its plans, or is it merely a temporary setback in its visionary journey? Only time will tell. Stay tuned for more updates!