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Apple Vision Pro 2 halts production due to poor sales

Apple navigates the challenges of the mixed-reality market and halted the production of its Vision Pro 2, due to low market demand. The company’s affordable headset could be key to capturing a larger user base shortly.

Written By: Saumya Nigam @snigam04 New Delhi Published on: June 19, 2024 23:29 IST
Apple Vision Pro 2, vr headset,
Image Source : FILE Apple Vision Pro 2 halts production due to poor sales

Apple Vision Pro 2, the successor to Apple’s mixed-reality headset is said to face major setbacks and might not come to the Indian market. A recent report stated that the development of the Vision Pro 2 has been halted by the tech giant. The decision was reportedly made due to the disappointing sales figures for the original Vision Pro, which was priced at USD 3,499 (which is around Rs. 2,90,000 for the 256G- base model).

A report from The Information said that Apple unveiled the Vision Pro during the Worldwide Developers Conference (WWDC) in 2023. Initially, it was just available for US customers and since then the device has been made available to several other regions, including Singapore, Canada, Hong Kong, Australia, China, Japan, and the UK. 

Marketed as a ‘spatial computer’, the Vision Pro will allow users to engage with apps in both augmented reality (AR) and virtual reality (VR) settings.

Poor sales impact on Vision Pro 2 development

Despite innovative technology, the Vision Pro has not met Apple's sales expectations which halted the production. Industry sources cited by The Information (report), indicate these decline in sales which has led Apple to reconsider its development plans for the Vision Pro 2. 

Analysts have further flagged the high price point for the VR headset from the tech player which is a significant barrier to wider adoption.

Apple’s shift to a more affordable model

While the Vision Pro 2's future looks dicey, Apple is not abandoning its foray into AR/VR. The tech giant will be redirecting its focus towards a more affordable version of the Vision Pro in the coming time, most probably by 2025. 

The upcoming model is expected to be cheaper and will attract more advanced features with a broader audience.

A strategic pivot

This shift has been aligned with Apple’s broader strategy by offering multiple product tiers, which is similar to its approach with the iPhone and other devices. The original plan for the Vision Pro will further include the launch of two new variants- a standard model and a more advanced Pro version. 

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