Vision Pro Reality Check: Apple Cuts Production After Slow Sales
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Apple has dramatically scaled back production of its Vision Pro headset following disappointing holiday sales. The move signals a recalibration for the spatial computer, which launched to significant hype but hasn’t translated into mass market adoption.
Despite the Vision Pro’s struggles, Apple’s overall financial performance remains strong. The company’s stock has risen by 32%, largely fueled by anticipation for the upcoming iPhone 17. Revenue growth is heavily reliant on continued iPhone demand, indicating the core product line remains the primary driver of Apple’s success.
The production cut suggests Apple is reassessing the Vision Pro’s market position and potential. Initial reports indicated a high price point and limited use cases were hindering wider consumer acceptance. While Apple remains committed to the AR/VR space, the current trajectory suggests a more cautious approach to the Vision Pro’s future. Marketing efforts have also been curtailed as the company adjusts its strategy.
