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Apple is now preparing to make fewer than 400,000 units of the US$3,499 headset in 2024, the Times said, citing unidentified people close to Apple and Luxshare Precision Industry Co., the Chinese firm that’s initially assembling the device. Two China-based suppliers of components said Apple was only asking for enough parts for 130,000 to 150,000 units in the first year, while plans for a cheaper version have been pushed back, the newspaper reported.
The news “isn’t surprising to us, as it’s a first-generation product,” Bloomberg Intelligence analysts Anurag Rana and Andrew Girard said in a note. “Our original thesis called for only 500,000 units in the first year given the headset’s $3,500 price tag. We don’t expect the product to have significant financial impact for the next three years.”Article content
Apple recently made Wall Street history after its market value climbed past US$3 trillion, as investors continued to pile into big tech firms. The Vision Pro, unveiled last month, is the company’s latest move to sustain sales momentum and try to propel a mixed-reality industry that for years has struggled to make it into the mainstream. The device, which resembles high-tech ski goggles, will have its own operating system, visionOS, and a dedicated App Store. It’s slated to arrive early next year in the U.S., followed by other regions later.
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