Apple is reportedly pumping the brakes on Vision Pro production

• Apple is cutting Vision Pro production, perchance halting it by year-end, The Information reported.
• Demand for nan $3,500 devices has been weak, said expert William Kerwin.
• Apple whitethorn beryllium processing a cheaper, smaller headset to boost user interest.

Apple is reportedly reducing Vision Pro production, but that doesn't mean it's retired of nan headset game.

On Monday, The Information reported that Apple has been scaling backmost accumulation of nan $3,500 headset since nan summertime, and it could afloat extremity making nan Vision Pro arsenic we cognize it by nan extremity of nan year.

Although Apple hasn't confirmed immoderate changes to production, labor astatine Luxshare, nan Chinese shaper responsible for assembling Vision Pros, said it's making astir half arsenic galore units per time arsenic it did during highest production, according to nan report.

A typical for Apple didn't instantly respond to a petition for remark from Business Insider.

Analysts told Business Insider that they wouldn't beryllium shocked if Apple scaled backmost accumulation connected nan devices — but they besides wouldn't beryllium concerned by specified a move.

Jacob Bourne, a tech expert astatine BI sister institution EMARKETER, said it "makes consciousness that Apple would standard backmost Vision Pro production," citing nan value constituent and anemic user appeal.

Apple CEO Tim Cook precocious told The Wall Street Journal that nan pricey portion of tech is for "people who want to person tomorrow's exertion today."

"At $3,500, it's not a mass-market product," Cook said. "Right now, it's an early-adopter product."

"Ultimately, we don't spot this arsenic surprising, fixed galore reports of weaker request for nan Vision Pro and Tim Cook's caller comments astir it not being a mass-market product," said William Kerwin, an expert astatine Morningstar.

Tech expert Dan Ives of Wedbush Securities said reducing accumulation is simply a "smart strategy." Especially if nan reports of Apple moving connected a lower-cost type of nan Vision Pro are true.

"This is each heading toward a lower-cost Vision Pro pinch much features that tin scale," Ives said.

Vision Pro reviewers person criticized nan headset for a deficiency of apps, but developers don't look convinced that consumers will statement up to walk astir $4,000. The Vision Pro was released successful February, and few, if any, apps person taken disconnected successful popularity.

Ives and Kerwin said they judge a smaller, cheaper headset from Apple could alteration that. Bloomberg has reported that nan tech elephantine is moving connected one, and supply-chain expert Ming-Chi Kuo precocious said he predicts Apple will merchandise "a lower-priced type pinch downgraded specs."

Kerwin said Apple's eventual extremity is apt "a shape facet person to glasses." Morningstar's existent standing for Apple is 2 stars.

Bourne said a simplification would not bespeak is Apple is fresh to springiness up connected mixed reality. He besides said he predicts a brace of smart glasses connected nan sky to situation competitors specified arsenic Meta and Snap.