In a surprising turn of events, Apple is reportedly scaling back its orders for the Apple Vision Pro parts and assemblies, pointing to a softer demand for the high-tech headset in the US market than initially anticipated. This adjustment comes after a promising launch that saw February shipment estimates exceed Apple's own forecasts.
Ming-Chi Kuo, a respected analyst from TF Securities, revealed that Apple has reduced its 2024 shipment targets to between 400,000 and 450,000 units, significantly lower than the previously expected 700,000 to 800,000 units. This change suggests a cautious approach by Apple as it gears up to introduce the product to international markets, with China slated to be among the first in line.
Despite the initial success, the substantial cut in shipment orders might reflect a broader issue of declining interest among US consumers, prompting Apple to temper its expectations for upcoming global sales. The company is also speculated to be revising its product roadmap for future headset models, possibly delaying the next iteration of the Apple Vision Pro beyond 2025.
While Kuo's forecasts are generally well-regarded, the tech community is familiar with periodic reports of order cuts for Apple products post-launch. However, these have historically had little long-term impact on Apple's market performance. In January, it was reported that Apple sold over 200,000 units of the Vision Pro, a figure that surpassed initial expectations, with return rates on par with other premium Apple products.
As the situation unfolds, it remains to be seen how these adjustments will affect Apple's strategy in the VR headset market and its positioning against competitors in this innovative tech space.
