Apple quietly discontinuing flagship device due to lackluster sales [Video]

13:41 EST 11 Nov 2024, updated 16:07 EST 11 Nov 2024

Apple has made a quiet, tactical retreat from augmented and virtual reality, scaling back production of its $3,500 Vision Pro headset.

One employee at Chinese manufacturer Luxshare — which is under contract to perform the final assembly for Vision Pro — revealed that the tech giant informed them that manufacturing of the product may need to ‘wind down’ by November’s end.  

Luxshare, according to this source, has already cut assembly rates in half: putting together about 1,000 Vision Pro units/day, down from a high of 2,000 units/day.

Apple CEO Tim Cook, however, has put on a brave face, saying that the $3,500 AR-goggles simply are ‘not a mass-market product.’ 

‘Right now, it’s an early-adopter product,’ Cook said late last month, in a sprawling interview. 

‘People who want to have tomorrow’s technology today—that’s who it’s for. Fortunately, there’s enough people who are in that camp that it’s exciting.’

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