What happened
Apple has scaled back Vision Pro production and marketing efforts following weaker-than-expected consumer demand, with its Chinese manufacturer, Luxshare Precision, reportedly halting production early in 2024. Projections now estimate Apple will ship approximately 390,000 units in 2024. This reduction is accompanied by decreased digital advertising spending in key markets, including the U.S. and U.K. Despite capturing 9% of the AR/VR market in Q3 2024, Apple is developing a more affordable Vision Pro model for 2026, featuring lower-resolution displays, and a second-generation Vision Pro is anticipated in late 2025.
Why it matters
This adjustment introduces an operational constraint for organisations considering immediate AR/VR deployments, as the current Vision Pro model faces limited availability and high acquisition costs. Procurement and IT departments must now conduct increased due diligence, evaluating the current hardware's limitations (cost, comfort, battery life, app ecosystem) against a delayed roadmap for more accessible and refined versions. This creates a visibility gap regarding stable supply and feature sets for enterprise-scale adoption, shifting the burden of strategic planning onto innovation and R&D teams to align projects with future product cycles rather than current offerings.
