Apple's much-hyped VR headset, the Vision Pro, hit shelves in February this year to mixed reviews, and now, the company faces a challenging decision regarding its production. Originally aiming for an ambitious shipment target of 800,000 units, recent reports from noted analyst and Apple leaker Ming-Chi Kuo suggest that Apple is scaling back its expectations significantly.
Kuo now indicates that Apple anticipates shipping only 400,000 units, marking a substantial correction in their initial projections.
While Kuo has maintained optimism about Apple's new device, the company's commitment to top-tier hardware, such as advanced camera sensors and OLED displays, continues to pose a barrier for many consumers due to the high price point.
This ongoing challenge suggests that Apple may need to reevaluate its pricing strategy to remain competitive in the evolving VR landscape.
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Exorbitant Price Tag
The headset, priced at a hefty $3,499 (roughly Rs 2.92 lakh), has encountered resistance from consumers, prompting Apple to reassess its strategy for the future of the product line.
The exorbitant price tag has sparked debate among tech enthusiasts, with some questioning the value proposition of a first-generation product in a market hungry for innovation. This scepticism has led Apple to reconsider its roadmap, including the potential delay of an affordable mixed-reality headset rumoured for 2025.
Foray Into China
The Cupertino giant is also looking to start selling the Vision Pro in China.
CEO Tim Cook announced during the China Development Forum in Beijing last month that the Apple Vision Pro is set to debut in the mainland China market this year.
Cook disclosed the launch plan for the headset while speaking to the press, stating that the tech giant will also increase its research and development investments in China.