Apple Cuts Vision Pro Shipments as Demand Falls 'Sharply Beyond Expectations'

Apple has dropped the number of Vision Pro units that it plans to ship in 2024, going from an expected 700 to 800k units to just 400k to 450k units, according to Apple analyst Ming-Chi Kuo.

Apple Vision Pro Dual Loop Band Orange Feature 2
Orders have been scaled back before the Vision Pro has launched in markets outside of the United States, which Kuo says is a sign that demand in the U.S. has "fallen sharply beyond expectations." As a result, Apple is expected to take a "conservative view" of headset demand when the Vision Pro launches in additional countries.

Kuo previously said that Apple will introduce the Vision Pro in new markets before the June Worldwide Developers Conference, which suggests that we could see it available in additional areas in the next month or so.

Apple is expecting Vision Pro shipments to decline year-over-year in 2025 compared to 2024, and the company is said to be "reviewing and adjusting" its headset product roadmap. Kuo does not believe there will be a new Vision Pro model in 2025, an adjustment to a prior report suggesting a modified version of the Vision Pro would enter mass production late next year.

In a February report, Kuo said that Apple was working to improve the efficiency of production and supply change management, with little change to the product specifications and user experience. At the time, Kuo estimated that we would not see a Vision Pro with significant updates until 2027.

Kuo believes that Apple needs to work to address the lack of key applications, price, and comfort without impacting user experience. Poor Vision Pro sales is expected to impact the growth of pancake lenses and the adoption of microOLED display technology in small-sized consumer electronics.

Related Roundup: Apple Vision Pro
Buyer's Guide: Vision Pro (Buy Now)
Related Forum: Apple Vision Pro

Popular Stories

iPhone 17 Roundup Feature 2

iPhone Design to Change 'Significantly' This Year

Monday February 17, 2025 7:09 am PST by
Apple is set to "significantly change" the iPhone's design language later this year, according to a Weibo leaker. In a new post, the user known "Digital Chat Station" said that the iPhone's design is "starting to change significantly" this year. The "iPhone 17 Air" reportedly features a "horizontal, bar-shaped" design on the rear, likely referring to an elongated camera bump. On the other...
Apple iPhone 16e Feature

Apple Announces iPhone 16e With A18 Chip and Apple Intelligence, Pricing Starts at $599

Wednesday February 19, 2025 8:02 am PST by
Apple today introduced the iPhone 16e, its newest entry-level smartphone. The device succeeds the third-generation iPhone SE, which has now been discontinued. The iPhone 16e features a larger 6.1-inch OLED display, up from a 4.7-inch LCD on the iPhone SE. The display has a notch for Face ID, and this means that Apple no longer sells any iPhones with a Touch ID fingerprint button, marking the ...
iOS 18

iOS 18.4 Coming Next Week With These New Features for Your iPhone

Friday February 14, 2025 6:18 am PST by
The first iOS 18.4 beta for iPhones should be just around the corner, and the update is expected to include many new features and changes. Bloomberg's Mark Gurman expects the iOS 18.4 beta to be released by next week. Below, we outline what to expect from iOS 18.4 so far. Apple Intelligence for Siri Siri is expected to get several enhancements powered by Apple Intelligence on iOS...
apple launch feb 2025

Tim Cook Teases an 'Apple Launch' Next Wednesday

Thursday February 13, 2025 8:07 am PST by
In a social media post today, Apple CEO Tim Cook teased an upcoming "launch" of some kind scheduled for Wednesday, February 19. "Get ready to meet the newest member of the family," he said, with an #AppleLaunch hashtag. The post includes a short video with an animated Apple logo inside a circle. Cook did not provide an exact time for the launch, or share any other specific details, so...
iphone 17 pro asherdipps

iPhone 17 Pro Models Rumored to Feature Aluminum Frame Instead of Titanium Frame

Tuesday February 18, 2025 12:02 pm PST by
Over the years, Apple has switched from an aluminum frame to a stainless steel frame to a titanium frame for its highest-end iPhones. And now, it has been rumored that Apple will go back to using aluminum for three out of four iPhone 17 models. In an investor note with research firm GF Securities, obtained by MacRumors this week, Apple supply chain analyst Jeff Pu said the iPhone 17, iPhone...
macbook air blue

Gurman: M4 MacBook Air Models to Launch by March 'At the Latest'

Monday February 17, 2025 2:30 am PST by
Apple will begin selling new MacBook Air models featuring its latest M4 chip by March "at the latest," mirroring the time frame of the M3 MacBook Air launch last year, according to Bloomberg's Mark Gurman. Apple last updated the MacBook Air line in March 2024. Gurman's comments appeared in his latest Power On newsletter, suggesting the reporter is no further forward on learning the exact...
Apple 2025 Thumb 1

Two of Apple's Oldest Products Are Finally Getting Updated This Year

Friday February 14, 2025 6:03 am PST by
Apple released the HomePod mini in November 2020, followed by the AirTag in May 2021, and both still remain first-generation products. Fortunately, rumors suggest that both the HomePod mini and the AirTag will finally be updated at some point this year. Below, we recap rumors about the HomePod mini 2 and AirTag 2. HomePod mini 2 In January 2025, Bloomberg's Mark Gurman said Apple is ...
iPhone 17 Air Front Page Tech 2

'iPhone 17 Air' With Ultra-Thin Design Allegedly Revealed in New Video

Monday February 17, 2025 6:53 pm PST by
YouTube channel Front Page Tech today revealed the alleged design of Apple's widely-rumored "iPhone 17 Air" model, set to launch later this year. "iPhone 17 Air" render created by @zellzoi for Front Page Tech In a video uploaded today, Front Page Tech shared renders depicting what it believes is likely the final design of the "iPhone 17 Air." The device is expected to feature an ultra-thin...

Top Rated Comments

sw1tcher Avatar
11 months ago
Orders have been scaled back before the Vision Pro has launched in markets outside of the United States, which Kuo says is a sign that demand in the U.S. has "fallen sharply beyond expectations."
Whose expectations? Couldn't have been mine as I expected very few buyers due to the high price and no compelling use case.
Score: 120 Votes (Like | Disagree)
hagar Avatar
11 months ago
This is hard to believe. Why would Apple have expected to sell 800k units. It doesn’t solve anything, there’s no killer app, it’s uncomfortable and too expensive.

Apple must know this is a glorified dev unit and work hard on 2.0.
Score: 53 Votes (Like | Disagree)
octopi Avatar
11 months ago
Do Apple still not realise that not all of their customers are billionaires.
Score: 51 Votes (Like | Disagree)
XciteMePls Avatar
11 months ago
It flopped. We can say it out loud. Fanboys and Apple apologists, it's okay. You can still love all your shiny Apple things and admit a product of theirs just didn't land the way they thought it would.
Score: 41 Votes (Like | Disagree)
poematik13 Avatar
11 months ago
this was obvious. most of the sales were people buying it to unbox and review on social media. those all got returned.

nobody wants to pay $3500 to wear a brick on their face. not to mention the hilarious wired battery attached to your belt like you're a diabetic.

make it $1749 and identical to a pair of designer sunglasses and it will take off.
Score: 35 Votes (Like | Disagree)
gijsmans Avatar
11 months ago
Price is not the issue, it’s the lack of a use case.
Score: 33 Votes (Like | Disagree)