A apple there could be a very significant decline in sales estimates for the Vision Pro, the mixed reality (MR) headset introduced by the company in June this year.

According to website report Financial Timesthe company is in the process of enforcement reduce the prospect of manufactured devices more than doubled at least in the planned stock for 2024. This means that instead of selling approximately 1 million headsetsshe could only sell about 500 thousand or even less.

The reason, according to the report, is related to the industrial chain of the device – production is mainly carried out in China, starting from Luxsher. Due to the complexity of the device design and problems on the conveyor, only 400 thousand units will be delivered to Masa this year.

What’s going wrong?

However, according to the Financial Times, the emerging obstacles are related to the improvement of such components as OLED displays, the quality of which would not be approved by the company at the current stage of production. They are responsible for displaying digital content close to the user’s eyes, as well as reproducing the environment, so you are not always fully immersed in videos, games and applications. At the moment, Apple has not officially commented on this case.

Other contract companies received orders to produce no more than 150,000 units in this first wave. The device is due to launch in the first months of 2024 and will sell for 3500 USD in the US, a cheaper and less powerful version will even be in development, but it won’t be released until two years later. In Brazil, where the device should cost more than 18,000 reais for direct conversion alone, there is no information on the sale of the device yet.

Apple recently became the first company in the world to close a trading day on the stock exchange with a total market value of over $3 trillion. Vision Pro’s anticipation is seen as a factor in the brand’s current valuation, and if sales don’t match, the company’s stock should be hurt.

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Source: Financial Times.

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