Apple has lowered its sales target for its new mixed reality (MR) device Vision Pro to 150,000 units, far less than the 1 million units predicted by analysts, according to a report by South Korea’s Daily Economic News.
▲ Photo source: Apple
The Daily Economic News said on its overseas platform Pulse News that Apple placed an order for only 150,000 units from the supply chain before releasing the Vision Pro. According to the report, Wall Street analysts had initially expected Vision Pro sales to reach 1 million units, but Apple lowered its sales target to 300,000 units and then reduced it to 150,000 units closer to the launch, defeating analysts’ predictions.
▲ Image source: Apple
The report cites sources familiar with the matter as saying that Apple hopes to sell all 150,000 units and then observe the progress of sales before deciding whether to add more purchase orders. The report notes that it is difficult to determine whether Apple will raise its sales target, as it usually purchases parts before raising sales targets, which it has not done.
▲ Photo source: Apple
Apple’s purchase orders are not based on annual sales, but on the product’s sales cycle. vision Pro is Apple’s first new hardware product since the release of AirPods in 2016, and it will be mass-produced this year and available in 2024.
