Apple Vision Pro Had An Initial Sales Target Of One Million Units, New Estimates Have Dropped By More Than Six Times That Number
A series of challenges forced the official release of the Apple Vision Pro to be delayed to early 2024. However, even with a fresh start to the year, the latest shipments estimate suggest that the mixed-reality headset will not be a commercial ‘home run’ for the technology giant, but as a technological marvel, it likely has had a significant impact on people without even arriving to the market.
Dropping from one million units to 150,000 should be a cause of concern, but given that the Apple Vision Pro will have a $3,499 price tag, it should not come as a surprise that the device will ship in lower volumes. On Twitter, Ayesha Tariq states that one insider told the ‘Maeli’ that the initial target was to ship one million units, which later dropped to 300,000 units, then 150,000.
Even at 150,000, with its current price tag, the Apple Vision Pro will bring in $0.525 billion for the company, which is a decent chunk of change, but it is a far cry from the billions in revenue generated by Apple’s other products. Thankfully for the firm, Ben Bajarin, CEO and Principal Analyst of Creative Strategies, mentions on the same Twitter thread, responds that the Apple Vision Pro’s shipment estimates are up to 500,000, with the potential to climb if demand picks up next year.
Apple cuts Vision Pro sales target to 150K units vs previously discussed 1M units
An industry insider tells the Maeil that the initially discussed volume was 1M units, which was then reduced to 300K before being slashed to 150K this time.$AAPL
— Ayesha Tariq, CFA (@AyeshaTariq) June 8, 2023
It is obvious that the company will need to launch a significantly cheaper alternative to drive more consumers, but at the earliest, a more affordable AR headset is not set to arrive
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