Apple Consolidating Vision Pro Demo Areas in Stores Amid Rumors of Slowing Sales and Reduced Production

Apple is planning to consolidate the retail space dedicated to the Apple Vision Pro headset in some of its store locations, Bloomberg's Mark Gurman said today.

Apple Vision Pro Dual Loop Band Teal Feature
Most stores have two tables dedicated to the ‌Apple Vision Pro‌, one for display units and one for customer demos. Apple is planning to move both the demo and display sections to a single table, using the extra space to display the new M4 Mac models.

Gurman says that Apple is piloting this new store arrangement, and that the change will only be coming to some locations at this time.

Apple's plan to dedicate less retail space to the Vision Pro comes just two weeks after The Information said that Apple had reduced Vision Pro production and could stop making the device entirely by the end of 2024. Some factories cut production of Vision Pro components as early as May based on poor sales forecasts.

Estimates suggest that Apple will sell fewer than 500,000 Vision Pro headsets this year, even as the rollout of the device expands to additional countries. Apple suppliers have already produced enough components to manufacture between 500,000 and 600,000 headsets, so Apple does not need additional supply.

Apple analyst Ming-Chi Kuo believes Apple will iterate on the Vision Pro as soon as 2025, introducing a new headset with a faster M5 chip. Apple is also developing a more affordable version of the Vision Pro, but rumors are mixed on when it might come out.

In a recent interview, Apple CEO Tim Cook said that the Vision Pro is "not a mass-market product" because of its high price, and is instead aimed at early adopters, or "people who want to have tomorrow's technology today."

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

Popular Stories

airtag purple

AirTag 2 Rumored to Launch Next Year With These New Features

Sunday November 17, 2024 5:18 am PST by
Apple released the AirTag in April 2021, so it is now three over and a half years old. While the AirTag has not received any hardware updates since then, a new version of the item tracking accessory is rumored to be in development. Below, we recap rumors about a second-generation AirTag. Timing Apple is aiming to release a new AirTag in mid-2025, according to Bloomberg's Mark Gurman....
Magic Mouse Next to Keyboard

No, Apple CEO Tim Cook Didn't Say He Prefers Logitech's MX Master 3 Over the Magic Mouse

Sunday November 17, 2024 3:03 pm PST by
While the Logitech MX Master 3 is a terrific mouse for the Mac, reports claiming that Apple CEO Tim Cook prefers that mouse over the Magic Mouse are false. The Wall Street Journal last month published an interview with Cook, in which he said he uses every Apple product every day. Soon after, The Verge's Wes Davis attempted to replicate using every Apple product in a single day. During that...
New Things Your iPhone Can Do in iOS 18

18 New Things Your iPhone Can Do in iOS 18.2

Wednesday November 13, 2024 2:09 am PST by
Apple is set to release iOS 18.2 next month, bringing the second round of Apple Intelligence features to iPhone 15 Pro and iPhone 16 models. This update brings several major advancements to Apple's AI integration, including completely new image generation tools and a range of Visual Intelligence-based enhancements. There are a handful of new non-AI related feature controls incoming as well....
iPhone 17 Slim Feature Single Camera 1 Redux

'iPhone 17 Air' Rumored to Surpass iPhone 6 as Thinnest iPhone Ever

Monday November 18, 2024 1:07 pm PST by
In a research note with Hong Kong-based investment bank Haitong today, obtained by MacRumors, Apple analyst Jeff Pu said he agrees with a recent rumor claiming that the so-called "iPhone 17 Air" will be around 6mm thick. "We agreed with the recent chatter of an 6mm thickness ultra-slim design of the iPhone 17 Slim model," he wrote. If that measurement proves to be accurate, there would be ...
iPhone 7 Lightning to Headphone Jack Adapter

Apple Seemingly Discontinuing Lightning to Headphone Jack Adapter Introduced Alongside iPhone 7

Sunday November 17, 2024 12:33 pm PST by
It appears that Apple is discontinuing the Lightning to 3.5mm headphone jack adapter that it released alongside the iPhone 7 and iPhone 7 Plus in 2016. The adapter was recently listed as "sold out" on Apple's online store in the U.S. and most other countries, according to MacRumors contributor Aaron Perris. The adapter remains available from Apple in only a handful of countries, such as...
Apple TV 4K hero 221018 feature

It's 2009 Again: Apple is Apparently Reconsidering Making a TV

Sunday November 17, 2024 5:27 am PST by
Between around 2009 and 2011, it was repeatedly rumored that Apple would be releasing a TV, but that obviously never happened. Now, a decade-and-a-half later, Bloomberg's Mark Gurman says the idea is back on the table. In his Power On newsletter today, Gurman briefly mentioned that Apple has been "evaluating" the "idea of making an Apple-branded TV set." He did not provide any further...

Top Rated Comments

dontwalkhand Avatar
2 weeks ago

If apple can bring down the price the "Apple Vision" Or the "Apple Vision Pro 2" should be a much better selling device. Looks like the software improvements are well improving. Apple really needs to team up with someone to make killer games, maybe not exclusive but that could help.
Price is only a part of it. I hate to say this but the majority of people don't want to strap goggles to their face, at any price. See: All of the affordable Quest headsets.
Score: 19 Votes (Like | Disagree)
dasmb Avatar
2 weeks ago
Apple: *makes slight change to retail space arrangement*

Macrumors: Could this make the Vision Pro look like a failure? Quick, put it on the front page!
Score: 15 Votes (Like | Disagree)
cateye Avatar
2 weeks ago

Macrumors: Could this make the Vision Pro look like a failure? Quick, put it on the front page!
Yes, the chart-busting, crowd-gathering cultural and business phenom that is the AVP can't and won't be slowed by MacRumors' ham-fisted, mustache-twirling antics. NOT TODAY, SATAN!
Score: 14 Votes (Like | Disagree)
mattopotamus Avatar
2 weeks ago

If apple can bring down the price the "Apple Vision" Or the "Apple Vision Pro 2" should be a much better selling device. Looks like the software improvements are well improving. Apple really needs to team up with someone to make killer games, maybe not exclusive but that could help.
"bring the price down" would have to be sub $1k. At the end of the day, it is a fun device for most people and leaves you quickly wondering if the cost justifies the use case.
Score: 8 Votes (Like | Disagree)
WarmWinterHat Avatar
2 weeks ago
I asked a staff at our local store a few weeks back how often people were doing the demos and she said maybe one or two per week at most.

Was curious as there as no one paying any attention to them, and the store was fairly busy.
Score: 6 Votes (Like | Disagree)
Royksöpp Avatar
2 weeks ago
The death bell rings! ??
Score: 6 Votes (Like | Disagree)