Game Over for Apple's Vision Pro ?

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The year 2024 was marked by Apple's entry into the mixed reality market, with the launch of the Vision Pro headset. However, while Apple does not provide data on sales of this product, everything suggests that it has not won over the masses. And currently, it is possible that Apple has already stopped production of the Vision Pro, in order to focus on a new headset.

According to an article by MacRumors, which relays the sources of The Information, in October, Apple would have indeed reduced production, and would have already considered stopping production of the Vision Pro headset completely before the end of the year. Therefore, at the time of writing, it is possible that the company is no longer producing this helmet and is simply selling off existing stocks.

Tim Cook's explanations

Obviously, this information should be taken with caution, since it does not come from an official source. But in any case, Apple seems to be aware that the Vision Pro is not a hit. But its CEO, Tim Cook, has an explanation for this. In December, in an interview with Wired magazine, Cook indicated that the Vision Pro is a product intended for “early adopters” who “want to have tomorrow's technology today.” “These people are buying it and the ecosystem is thriving. The ultimate test for us is the ecosystem. I don't know if you use it a lot, but I'm there all the time. I see new applications all the time,” also indicated the Apple boss.

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In other words, Apple would be mainly busy building a solid ecosystem of applications, before moving up a gear. Moreover, regarding the next model, some sources indicate that after the Vision Pro, Apple could release an affordable version that could be more successful. Indeed, one of the obstacles to the adoption of the Vision Pro by the general public is the price. In France, the cheapest model costs 3,999 euros. But that's not all: the Vision Pro headset is not compact enough and therefore, it is not suitable for outdoor use.

Android XR is coming

In any case, Apple will have to face increasingly tough competition in the mixed reality market. Google recently announced Android XR, a version of its operating system for mixed reality. And Samsung has already unveiled its first Android XR headset, which is expected to arrive this year.

• Rumors suggest that Apple may have already ended production of the Vision Pro headset
• Apple’s first mixed reality product isn’t a hit, and Tim Cook says it’s a product designed for “early adopters”
• Apple’s next headset may be an affordable version of the Vision Pro
• Apple will face tougher competition, as Google has already unveiled Android XR (which Samsung will use)

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