Apple is currently going through a bit of a transition - at least when it comes to the Vision Pro headset. In a move that has surprised many, Apple is consolidating the sales space for its augmented reality headset in some stores. The reason for this could be falling sales figures and reports of reduced production.
If you follow Apple, you know that the company is always good for surprises. Whether it's new hardware or innovative features, Apple always has a clear strategy and aspirations to set trends. The Vision Pro, an augmented reality headset, was supposed to do just that - redefine the way we experience technology. But recent reports show that demand is falling short of expectations.
Consolidation of sales areas for the Vision Pro headset
Apple plans to reduce the sales area of the Vision Pro headset in its stores. According to Mark Gurman of Bloomberg Apple will reduce the previous two tables - one for the presentation and one for the demo - to a single table. This freed up space will benefit the new M4 Mac models, which also attract a lot of attention. The change will initially be implemented on a trial basis in some stores. However, it is not yet certain whether the concept will be introduced across the board. The fact that Apple is making room for the M4 Mac models in its stores could be an indication of greater demand for the traditional products. At the same time, the decision shows that Apple remains flexible when demand falls and does not hesitate to adapt the store design accordingly.
Production cuts and sales forecasts for the Vision Pro
The restructuring of the sales areas for the Vision Pro headset is not an isolated case. Two weeks ago, The Information reported that Apple had reduced production of the Vision Pro. According to reports, the production facilities could even be shut down until the end of 2024. Some suppliers stopped producing components for the Vision Pro in May - indicating that Apple may be encountering an oversupply of components and demand is lower than expected. Analysts estimate that Apple will sell fewer than 500,000 units of the Vision Pro headset this year. This figure is well below the originally expected sales forecasts and makes it clear that the Vision Pro has not yet become a best-seller. Nevertheless, Apple's suppliers have already produced enough components to manufacture around 500,000 to 600,000 devices. Additional deliveries are therefore not necessary at the moment.
Possible further developments and a cheaper Vision Pro version
Even though the sales figures for the Vision Pro are not meeting expectations, Apple is apparently already working on an improved version. Well-known Apple analyst Ming-Chi Kuo expects Apple to launch a revised Vision Pro headset in 2025 - this time with a faster M5 chip. The new version could not only offer technological improvements but also rekindle interest in augmented reality devices among Apple fans. In addition to the more powerful version, according to various sources, Apple is also developing a cheaper version of the Vision Pro. This could allow the company to reach a wider target group that avoided the previous model due to its high price. However, there are conflicting reports about when this cheaper version might appear. Some experts suspect a release in 2025, others speak of 2026 or even later.
Apple CEO Tim Cook and the target group of the Vision Pro
In an interview, Tim Cook, CEO of Apple, described the Vision Pro as a product described, which is not intended for the general public. The high price of the headset is aimed at early adopters - technology enthusiasts who are willing to dig deep into their pockets for new technologies. This positioning shows that Apple sees the Vision Pro as a niche product for the time being, which should first establish itself in a smaller market segment before it is ready for the general public.
Pragmatic change of course: Less sales space for the Apple Vision Pro
Apple's decision to reduce the sales area of the Vision Pro in stores and at the same time reduce production indicates that the company is reacting pragmatically to the current market situation. For you as a technology enthusiast, this is an exciting development, as it shows that Apple is prepared to adapt its strategy quickly and react flexibly to changing market conditions. It could also be a sign that Apple will rely even more heavily on its proven products such as the Mac series in the future, while the Vision Pro serves as a technological playground for early adopters. The future of the Vision Pro remains exciting despite these adjustments. Apple's focus on AR technology shows that the company wants to stick with this technology in the long term. Do you need useful tips for your Apple Vision Pro? Here you can discover everything you need to know about your new Apple device – enjoy reading! (Image: Apple)
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