Report claims Vision Pro sales have ‘fallen sharply’ as Apple struggles to whip up demand
What next for the Vision Pro?
Sales of Apple's Vision Pro headset have been so low that the company has been forced to drastically cut its shipment forecasts, meaning it expects to sell far fewer than previously thought over the next year. That's according to a recent report from analyst Ming-Chi Kuo, and if it's true it will come as a bitter blow to Apple and the device it sees as its "next big thing."
Kuo is thought to have reliable sources inside Apple's supply chain. In a post on Medium, he claimed that "Apple has cut its 2024 Vision Pro shipments to 400-450k units." That's well below the "market consensus of 700-800k units or more," Kuo says.
The analyst pointed out that this cut has come before the Vision Pro has launched outside the United States, which means that "demand in the US market has fallen sharply beyond expectations." If Apple has struggled to sell the Vision Pro on its home turf, will it be able to turn things around elsewhere?
Kuo didn't give a reason for the apparently low shipments of the Vision Pro, but the device has come in for its fair share of criticism since launching. Complaints have focused on its high price and heavy weight, which can make it uncomfortable to wear over long periods of time.
Cutting the number of units Apple expects to sell will have a knock-on effect elsewhere, Kuo believes. For one thing, "there may be no new Vision Pro model in 2025," the report states. The updated Vision Pro had been expected at some point in the second half of 2025, says Kuo, but that now looks increasingly in doubt.
Not exactly surprising given the cost but still noteworthy with Apple's shipment forecast expectations being adjusted.
