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 (Neutral)
Related Forum: Apple Vision Pro

Popular Stories

maxresdefault

Apple Releases iOS 18.4 With Priority Notifications, Ambient Music, New Emoji and More

Monday March 31, 2025 10:03 am PDT by
Apple today released iOS 18.4 and iPadOS 18.4, the fourth major updates to the iOS 18 and iPadOS 18 operating system updates that came out last year. iOS 18.4 and iPadOS 18.4 come two months after Apple released iOS 18.3 and iPadOS 18.3. Subscribe to the MacRumors YouTube channel for more videos. The new software can be downloaded on eligible iPhones and iPads over-the-air by going to...
iPhone 17 Pro 34ths Perspective

iPhone 17 Pro Launching Later This Year With These 10 New Features

Sunday March 23, 2025 10:00 am PDT by
While the iPhone 17 Pro and iPhone 17 Pro Max are not expected to launch until September, there are already plenty of rumors about the devices. Below, we recap key changes rumored for the iPhone 17 Pro models as of March 2025: Aluminum frame: iPhone 17 Pro models are rumored to have an aluminum frame, whereas the iPhone 15 Pro and iPhone 16 Pro models have a titanium frame, and the iPhone ...
iOS 19 Mock WWDC25 Feature

iOS 19 Expected to Run on These iPhones

Monday March 31, 2025 5:28 pm PDT by
iOS 19 will not be available on the iPhone XR, iPhone XS, or the iPhone XS Max, according a private account on social media site X that has accurately provided information on device compatibility in the past. The iPhone XR, iPhone XS, and iPhone XS Max all have an A12 Bionic chip, so it looks like iOS 19 will discontinue support for that chip. All other iPhones that run iOS 18 are expected...
top stories 2025 03 29

Top Stories: WWDC 2025 Announced, iPhone 17 Pro and iOS 19 Rumors, and More

Saturday March 29, 2025 6:00 am PDT by
Apple's big developer event is a little over two months away, and rumors about what we can expect to see in Apple's next major operating system updates are becoming increasingly frequent. A public release of iOS 18.4 is also imminent with a number of updates and improvements, although we won't be getting the major Apple Intelligence Siri upgrades that had reportedly been planned for this...
Magic Mouse Green

What to Expect From the Magic Mouse 3

Saturday March 29, 2025 10:15 am PDT by
Apple is reportedly working on a new Magic Mouse. Below, we recap what to expect. The two key rumors for the Magic Mouse 3 so far include a relocated charging port, along with a more ergonomic design. It was briefly rumored that the Magic Mouse 3 would also feature voice control, but that was misinterpreted information. Relocated Charging Port While the Magic Mouse switched from...
iOS 18

iOS 18.4 Expected Next Week - Here Are the Release Notes

Friday March 28, 2025 2:01 pm PDT by
With the second release candidate of iOS 18.4 that Apple seeded out today, the company finally provided us with release notes that give a full rundown on what to expect. There's an Apple Vision Pro app, new Apple Intelligence features for notifications and additional language support, plus an Apple News Food feature for Apple News+ subscribers, and several updates that should improve the...
Foldable iPhone 2023 Feature Homescreen

Six Things to Know About Apple's Upcoming Foldable iPhone

Friday March 28, 2025 3:54 pm PDT by
We've been hearing rumors about a foldable iPhone for almost a decade now, but it looks like we might finally see the device come to fruition in 2026. We're going to be waiting many more months for the foldable iPhone, but so far we're hearing good things. Apple wants to make it creaseless. It's taken Apple multiple years to design a foldable iPhone that it's satisfied with because Apple ...
iOS 19 visionOS UI Elements

Apple Codename Provides Clue About iOS 19's Rumored New Design

Sunday March 30, 2025 6:40 am PDT by
Multiple sources have claimed that iOS 19 will introduce a new design with more translucent buttons, menus, notification banners, and more, and there is now another clue that points towards this glass-like appearance. Bloomberg's Mark Gurman today said the new design project is codenamed "Solarium" internally. A solarium is a room with glass walls that allow in plenty of sunlight, so this...

Top Rated Comments

sw1tcher Avatar
12 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
12 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
12 months ago
Do Apple still not realise that not all of their customers are billionaires.
Score: 51 Votes (Like | Disagree)
XciteMePls Avatar
12 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
12 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
12 months ago
Price is not the issue, it’s the lack of a use case.
Score: 33 Votes (Like | Disagree)