Published on: January 6, 2025 / Update from: January 6, 2025 - Author: Konrad Wolfenstein
Apple has stopped production of the Vision Pro - completely out or is the Vision Pro 2 coming? A step back for the big leap forward – Image: Shutterstock|Ringo Chiu
Apple stops production of the Vision Pro – One step back for two steps forward?
Apple has temporarily stopped production of its Vision Pro mixed reality glasses at the turn of the year 2024/2025. This decision did not come as a surprise, as reports of a drastically reduced production volume due to low demand were already circulating in the summer of 2024. Still, this move raises many questions: Is this the beginning of the end for Apple's ambitious mixed reality project, or is the tech giant simply setting the stage for the next generation?
Why production stopped
According to insider information, Apple took into account several factors that led to the production stop:
1. Low demand
The starting price of around 3,999 euros made the Vision Pro a luxury product for a very limited target group. Although the technical innovation was praised, many potential buyers lacked a convincing application scenario. The Vision Pro is perceived as a product that, although technologically leading, is currently practically limited.
2. Inventories sufficiently covered
Apple has reportedly already produced enough units to meet current demand. With production capacity for 500,000 to 600,000 devices, Apple has taken precautions and does not need to produce any more devices as long as sales figures do not change drastically.
3. Optimization of production resources
The production stop could also be related to Apple's strategy to use resources more efficiently. Instead of continuing to rely on a product whose market acceptance is uncertain, Apple may have decided to focus development and production resources on other projects or a cheaper version of the Vision Pro.
Future prospects of Vision Pro
The production stop does not mean the end of the Vision Pro. On the contrary, there are indications that Apple is continuing to work on the technology and could resume production if necessary. But what exactly is Apple planning?
1. A cheaper alternative
Apple reportedly has plans for a lower-cost model that could hit the market for around $1,500. A low price would significantly increase the appeal of the Vision Pro to a wider audience. This model could leave out certain high-end features but still offer an impressive user experience.
2. Vision Pro 2
According to reports, the development of a second generation of the Vision Pro has been temporarily postponed, but is by no means off the table. Apple appears to be taking its time perfecting the next iteration of the product. Insiders expect the Vision Pro 2 to be launched on the market in autumn 2025 at the earliest.
3. Collaborations to improve functionality
There is speculation that Apple could work with Sony to integrate the PS VR 2 controllers into the Vision Pro system. This would particularly improve the gaming experience and increase the product's appeal to a target group willing to invest in immersive experiences.
The Vision Pro 2: What we can expect
The second generation of the Vision Pro is expected to offer several significant improvements and innovations to strengthen the product's market position. But what features could these be?
1. Performance improvements
Apple is rumored to be working on integrating a new chip, possibly the M5 chip, which would bring a significant increase in performance. This new chip could improve computing power and power efficiency, thereby optimizing battery life and user experience.
2. Improved displays
A switch to OLED displays is expected. These screens could deliver brighter and more vivid images while consuming less power. This would not only make the Vision Pro 2 more visually appealing, but also more practical in everyday use.
3. Advanced AI features
Apple could introduce an AI assistant specifically optimized for the Vision Pro. With advanced voice and gesture controls, users could interact with the technology even more seamlessly.
4. Two model variants
The next generation could appear in two variants:
- High-end model: A direct successor to the current Vision Pro, with premium features and a price around $3,500.
- Cheaper Version: A stripped-down variant that focuses on essential features and could potentially cost between $2,000 and $2,500.
Mixed reality strategy
1. The balance between price and performance
Apple faces the challenge of offering a more affordable Vision Pro without compromising too much on technological innovation and user experience. A lower price could increase market acceptance, but only if the product retains its core values.
2. Software ecosystem
A crucial factor in the success of the Vision Pro is the availability of apps and software that fully exploit the potential of mixed reality technology. Apple needs to work closely with developers to create a robust ecosystem that is both productive and entertaining.
3. Market positioning
The Vision Pro is a product positioned between the consumer and corporate markets. Apple could define clearer target groups in the future and adapt its marketing strategy accordingly. For example, companies could benefit from Vision Pro as a tool for training, product design and virtual meetings.
A look at the market: competition and trends
Apple is not alone in the mixed reality market with the Vision Pro. Companies such as Meta, Sony and HTC have also developed products in this area. While Meta appeals to a broader market with cheaper devices like the Quest series, Sony is targeting the gaming community with the PS-VR-2.
1. How Apple can stand out
Apple has the advantage of having an established and loyal ecosystem. Integrating the Vision Pro into existing Apple products such as the iPhone, iPad and Mac could be a key competitive advantage.
2. Market Opportunities
Mixed reality technology is becoming increasingly important in industries such as education, healthcare and entertainment. Apple could gain a foothold in these markets by offering tailored solutions.
A step back for a big leap forward
The Vision Pro production halt may seem like a setback at first glance, but it could prove to be a strategically smart move. Apple has the opportunity to analyze the feedback from the first generation and optimize the next iteration of the product. A cheaper model could make the technology accessible to a broader target group, while an improved high-end model continues to dominate the market for premium technology.
What does this mean for the future of mixed reality?
Apple has proven in the past that it is willing to accept short-term setbacks in order to achieve long-term success. The Vision Pro could prove to be a key product for the future of mixed reality and augmented digital experiences - if Apple finds the right balance between innovation, price and functionality.
With the Vision Pro, Apple is on the threshold of a new era of technology. Whether this vision becomes a reality depends on how skillfully the company adapts its strategy to the needs and expectations of its customers. One thing is clear, however: Apple hasn't given up yet - and the Vision Pro's best days may still be ahead.
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