According to Apple analyst Ming-Chi Kuo, Apple has significantly reduced its expected shipments for the Vision Pro in 2024, from 700-800 thousand units to just 400-450 thousand units.
The order cuts come ahead of the Vision Pro’s planned launch outside the US. Kuo said this suggests that demand in the US has been “weaker than expected.” As a result, Apple is likely to take a more conservative approach to demand for the headset when it launches in other countries.
Previously, Kuo had predicted that Apple would introduce the Vision Pro in additional markets ahead of its WWDC 2024 event in June. That suggests the device could still launch in more regions within the next month or so.
Apple is projecting Vision Pro sales to decline year-over-year in 2025. The company is also reviewing and adjusting its headset roadmap. Kuo does not believe there will be a new version of the Vision Pro in 2025, which is a change from his previous report where he said an updated version of the Vision Pro could enter mass production late next year.
In a report from February, Kuo said Apple is focusing on improving production efficiency and supply chain management, with few changes to the specifications and user experience. At the time, Kuo predicted that there would not be a Vision Pro with major upgrades until 2027.
Kuo believes that Apple needs to address a lack of compelling apps, affordability, and comfort without sacrificing the user experience. Slow Vision Pro sales are expected to impact the development of pancake lenses and the adoption of micro-OLED display technology in small consumer electronics.
