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Apple reportedly cuts production of Vision Pro headset after poor sales (www.theguardian.com)
submitted 10 months ago by to c/virtualreality@lemmy.world
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Poor sales have reportedly forced Apple to cut production of the Vision Pro headset that it had hoped would herald a new era in “spatial computing”.

The tech company also reduced marketing for Vision Pro by more than 95% last year, according to the market intelligence group Sensor Tower in figures first reported by the Financial Times.

Apple continues to sell iPhones, iPads and laptops in the millions each quarter, but analysts say sales of Vision Pro headsets, which cost at least £3,199 ($3,499) each, have been sluggish.

Apple has not released sales figures for the device, but the market research group International Data Corporation (IDC) estimates it will have sold only 45,000 in the last quarter of last year.

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[–] 3 points 10 months ago (2 children)

This article is literally about them cutting their projections of sales, so they clearly expected to sell more than they did / project to.

The comment I replied to was talking specifically about their belief that Apple wants things that are status symbols. I was stating it’s laughable if they wanted that for this device, because it was never an appealing device.

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  • [–] 6 points 10 months ago*

    It was weird that they thought they could sell enough of these at this price point for it to make sense to release it as an actual product instead of a dev kit at all. I don't think anyone besides them and Apple fanboys looked at this and felt it made any sense from a business standpoint. Not even people who are very much committed to VR being the future.

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  • [–] 1 point 10 months ago

    The article is a ton of assumptions based on a single fact. Apple cut production of Vision Pro.

    Do you think apple expected to keep production at the same levels since the time of release?

    Every single product they make produces at maximum levels close to release, and then ramps down as time goes on, minus a few exceptions. I would imagine apple didn’t expect one of their most expensive products to be an exception.

    It seems like the article takes a single fact, and then tells you what to think.

    You are correct about one thing, their belief that apple was expecting people to buy this simply as a status symbol is indeed pretty stupid.

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