A new report from The information quotes “several people” involved in making parts for Apple's Vision Pro headphones to say that production plans have been scaled back in recent months. This follows an interview with Tim Cook published this weekend by WSJ. Magazinewhere he said, “obviously I would like to sell more,” but acknowledged that “at $3,500, it's not a mass-market product.”
According to the report, the company doing final assembly of the Vision Pro headphones was warned that production could end in November.
There are caveats, including that production could increase if demand increases for some reason, and that a future model could use some of the same parts but with an improved processor.
In April, analyst Ming-Chi Kuo said Apple had lowered Vision Pro shipment estimates for 2024 to between 400,000 and 450,000 units. The information quotes an employee at assembler Luxshare as saying it has made between 500,000 and 600,000 headphones since production began last year, suggesting Apple may have enough parts and headphones in stock for now.
Tim Cook told the WSJ“Right now, it's an early adopter product. People who want to have tomorrow's technology today, that's what it's for,” but many early adopters are probably waiting for something a little cheaper to hit the shelves.
