Since the launch of Apple Vision Pro, we have found that there is still a controversy over its number of sales, its usefulness, its future… To this must be added the latest report from The Information, which indicates that Apple has slowed down the pace of production of the Vision Pro.
For many, this may be a sign of failure: Apple sells so little that it doesn’t need to make more. However, the reality is very different. And even more so after knowing everything that Tim Cook thinks of Apple Vision Pro. Let’s break down the current situation and how this “brake” fits in. in the manufacturing of Vision Pro in a short and long term strategy.
Production adjustment for Apple Vision Pro, not a shutdown
According to The Information, Apple has adjusted production of the Vision Pro. This does not mean that they have stopped manufacturing, but rather that they have adapted the pace to current demand and existing inventory. Apple assembly partner Luxshare currently produces approximately 1,000 units per day compared to a previous peak of 2,000 units.
It is important to note that the production lines have not been dismantled. Apple retains the ability to rapidly increase production if demand requires it. This flexibility is crucial for a first generation product like the Vision Pro.
Tim Cook recognizes that this is a product aimed at “early adopters”
Apple’s CEO made it clear in his latest interview: Apple Vision Pro, with its $3,500 price tag, is not a mass-market product at the moment. “This is a product aimed at first-time users. people who want tomorrow’s technology todayIn fact, Tim Cook is not afraid of being late as long as they arrive safely.
And the world of mixed and augmented reality glasses is only just beginning. Even with a competitor like Meta offering its glasses for $3,000 less, most people aren’t interested. They are still aimed at highly technological peoplethese “early adopters” that Tim Cook talks about. Plus, Apple Vision Pro goes beyond reality glasses. They think of it as a space computer and generating this whole ecosystem takes a lot of time. The advanced technology integrated by Apple Vision Pro is very expensive and Apple bets first on creating an ecosystem solid before seeking mass adoption.
You always need a “minimum viable product” to move forward. We saw it with the iPod, the iPhone, the Apple Watch… Remember when the Apple Watch Series 0 took five minutes to turn on? Opening an app like Telegram also took about two minutes. Something unthinkable with the Apple Watch Series 10.
Today, performance issues do not affect Apple Vision Pro. But there are aspects to improve such as lightness and, above all, the price to reach a larger audience. We all know it, and Tim Cook knows it. But we have to start with something. And that something is already really good. Just adjust the price and create more ecosystem to reach people.
I come back to the questions: How many people bought an iPhone in 2008? Let’s go further, how many got an iPhone for the first time, whether it’s the iPhone XR, the iPhone 11, the iPhone 12…? Twelve years actually passed between the first iPhone and the iPhone 12.
Are we going to judge a product with as much potential as the Apple Vision Pro for not selling “what we expected” in just one year? Are we going to judge it and call it a failure because they are not even available for purchase in our country? Apple knows exactly what it’s doing. They are priced the way they are and available in the countries they are in because they need that type of audience to create something bigger in the future. And remember, it benefits us all.
There is a lot of future for Apple Vision Pro
We continue to read rumors about the arrival of a cheaper Apple Vision Pro. Better known as Apple Vision, without the Pro tagline the price would be up to 40% cheaper. Created, according to Mark Gurman, in the $1,999. A much more accessible price if we take into account that Apple Vision offers us the best of both the Mac and the iPad, in a totally different and almost magical experience. I’ve had them in my home for about 15 days and they really are another world.
With all this information and this slowdown in production, everything agrees on the two fronts on which Apple is working:
- Apple Vision: A cheaper model that should arrive before the end of 2025, with a price similar to that of a high-end iPhone.
- Apple Vision Pro 2: Even though its development slowed down, it was not canceled. Apple is prioritizing the cheapest model, but is still working on the next generation of its premium device. Its arrival is expected for 2026 or 2027.
Apple’s strategy with Vision Pro is consistent with its usual focus on new product categories. We have always seen it in the history of Apple. They first set high standards with a high-end device, then expanded the line with more affordable options.
It must be remembered that the first affordable iPhone, the iPhone 5carriving five years after the launch of the original iPhone. And yes, I know it’s not the best example and Apple has learned from it. Then the iPhone SE arrived in 2016, eight years after the first iPhone, and it was already much better received. The boom was then with the iPhone XR, the iPhone 11… So it’s clear that things take time. And Apple Vision Pro hasn’t been on sale for a year.
Far from being a failure, Vision Pro’s production adjustments are part of a calculated plan. It is logical that all these people “early adopters” in the United States, France and the United Kingdom have already purchased their Apple Vision Pro. And if Apple is already opting for this cheaper version, why continue to manufacture 2,000 units per day? It’s a completely logical move, like cutting back on iPhone 15 manufacturing because the iPhone 16 is coming soon. Apple is laying the foundation for the future of spatial computing and Vision Pro is just the beginning of this journey.
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