Apple Vision Pro production reportedly scaled back due to disappointing demand

Apple has dramatically scaled back Vision Pro production, according to a new report from The Information. The news comes days after CEO Tim Cook admitted in an interview that the $3,500 mixed reality headset is for early adopters and “not a mass-market product.”

The production slowdown is believed to be a response to disappointing sales, leaving Apple with plenty of inventory to match current demand. Estimates over the summer suggested that Apple will not hit 500,000 sales in 2024.

A new report earlier this month fueled further speculation that the company is planning to release a less expensive model in 2025. Priced at around $2,000, the headset would ditch the Vision Pro’s faster processor and more premium build materials.