According to the Financial Times, the apple had to make significant cuts to its production projections for its innovative Vision Pro augmented reality headset due to design complexities.
The Vision Pro was launched last month and is expected to be available early next year in the United States, with a starting price of $3,499, more than three times the price of the most expensive headset in the competitor's lineup of virtual and mixed reality devices, Goal.
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The report reveals that Chinese manufacturer Luxshare, solely responsible for assembling Apple's device, is preparing to produce less than 400,000 units of the Vision Pro in 2024.
That amount is below Apple's previous domestic sales target of 1 million units in the first 12 months.
Both Apple and Luxshare did not respond to media requests for comment. Susannah Streeter, head of money and markets at Hargreaves Lansdown, commented that Apple's Vision Pro was already facing challenges due to its high price and is now facing another possible setback.
Streeter added, however, that Apple had already faced problems after the launch of previous products, but had recovered "spectacularly well" after user feedback.
(Image: Apple/disclosure)
The Financial Times also reported that Apple ordered enough components from two Chinese suppliers for the production of 130,000 to 150,000 units in the first year, and that plans for a more affordable version of the device were postponed.
Manufacturing the micro-OLED displays for the Vision Pro has been a challenge, with Apple unhappy with the performance of defect-free micro-OLEDs.
The reduction in production projections also “disappointed” Luxshare, as it was preparing to increase its production capacity to around 18 million units per year in the next years.
Apple shares fell 0.3% after becoming the first company to reach a market value above $3 trillion last Friday.
In addition, new accessories for Apple's Vision Pro were revealed. CASETiFY, through its sub-brand Bounce Vision, released protective cases for the device's external display, a headband, neck straps and eye pads.
The company BandWerk also announced accessories for the Vision Pro recently. CASETiFY highlighted that its Bounce Vision collection offers professional-grade drop protection while maintaining a sleek, modern design.
Customers can customize color combinations, patterns and textures, and even add their own designs or photos to the accessories.