By Emma Reynolds Apple’s Vision Pro Mixed Reality Headset was met with much fanfare when it was first announced, positioning itself as the premium offering of Apple’s newly-emerging mixed reality ecosystem. However, a new report reveals that the company has scaled back production of the headset due to low consumer demand.
The Vision Pro headset was announced last year as part of Apple’s ambitious plan to revolutionize the world of virtual and augmented reality experiences. However, the device has not lived up to the company’s initial expectations. According to the report, Apple has been scaling back production of the hardware, likely due to slow sales and a lack of consumer interest in the technology.
This is not the first time that Apple has had trouble with its mixed reality products. The company has had difficulties with its flagship ARKit platform, as well as its earlier-launched Apple Watch and AirPods headset products. This latest news further underlines the difficulty of breaking into the VR/AR market, and highlights the challenges that Apple faces in pushing its mixed reality products into the mainstream.
At $3,499, the Vision Pro headset was always going to be a tough sell. With other competitors offering more affordable solutions, Apple has had to contend with market forces that favor lower-priced devices. It seems that the company has now acknowledged this, and is taking steps to adjust its strategy and production plans accordingly.
Apple’s mixed reality ambitions have not been entirely abandoned, however. The company is still reportedly working on a new streamlined headset that would retail for under $1,000. Such a device would be more competitive in the market, and Apple is hoping that its lower price point and simplified design could draw more consumers to the platform.
The mixed reality space is still a relatively new and untested one, and it remains to be seen whether or not Apple will be able to make inroads into the market. The reported cutbacks on the Vision Pro production indicate that the company may be shifting its focus to more consumer-friendly product offerings. Whether or not this move will pay dividends in the long run remains to be seen.
It appears that Apple’s ambitious mixed reality plans have yet to come to fruition. After the underwhelming response to the Vision Pro headset, the company is now reportedly scaling back production in favor of more consumer-friendly products. Getting into the VR/AR market is proving to be quite an uphill battle for Apple, and the company may soon feel the need to adjust its strategy if it wishes to gain any kind of foothold in the space. Only time will tell what the future holds, but at present it seems that mixed reality may still be a while off from becoming mainstream.