Vision Pro sales are slowing, but still exceed expectations


Vision Pro sales are slowing, but still exceed expectations

Image: Apple

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Apple analyst Ming-Chi Kuo says Vision Pro sales have slowed significantly, suggesting Apple could begin selling in other countries soon.

FACTS

Apple Vision Pro sales are slowing, but that’s not a surprise, according to noted Apple analyst Ming-Chi Kuo. Estimates are 200,000 to 250,000 units. It was never expected to reach a high volume, due to the Vision Pro’s high price.

While Apple can manufacture hundreds of millions of iPhones every year, the Vision Pro relies on small-capacity suppliers that can produce 500,000 to 600,000 components each year. Kuo claims Apple is asking production to increase to 700,000 to 800,000 units based on greater than expected demand for the Vision Pro.

Despite slowing U.S. sales, Apple might be anticipating global sales. Kuo expects the Vision Pro to become available in more countries before the next Worldwide Developers Conference in June 2024.

CONTEXT

At $3,500, the Apple Vision Pro is an ultra-premium VR headset that’s out of reach for many shoppers. Meta launched its Quest 3 in advance of the Vision Pro, making high-quality mixed reality available at one-seventh the price.

That said, the Vision Pro’s 4K-per-eye micro-OLED displays are currently the best available. Apple’s spatial computer also comes with a unique look-and-pinch interface and a high-performance M2 chip that offers performance on par with Mac computers.


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