Apple has slashed its shipping estimates for Vision Pro, according to a new Ming-Chi Kuo analyst report. Kuo says that Apple is now targeting shipments between 400,000 and 450,000 units for Vision Pro this year. This is down from the initial market consensus of between 7000,000 and 800,000 units.
The changes have reportedly prompted Apple to revisit its overall strategy for the headset market…
Vision Pro trouble?
Kuo writes that Vision Pro demand has “fallen sharply beyond expectations” in the United States, leading Apple to take a tepid approach to the international launch:
Apple cut orders before launching Vision Pro in non-US markets, which means that demand in the US market has fallen sharply beyond expectations, making Apple take a conservative view of demand in non-US markets.
Something worth keeping in mind is that the Financial Times reported last July that Apple would make around 400,000 Vision Pro headsets in 2024. It’s possible that Apple increased that target between July and Vision Pro’s release in February, only to now lower it again.
Kuo also says that Apple is “reviewing and adjusting” its overall strategy for its headset business:
Apple is reviewing and adjusting its head-mounted display (HMD) product roadmap, so there may be no new Vision Pro model in 2025 (the previous expectation was that there would be a new model in 2H25/4Q25). Apple now expects Vision Pro shipments to decline YoY in 2025.
Previous reporting had suggested a second-generation Vision Pro could launch in 2025.
FTC: We use income earning auto affiliate links. More.
