Julie Clover
Apple plans to consolidate retail space dedicated to the Apple Vision Pro headset in some of its stores, Bloomberg's Mark Gurman reported today.
Most stores have two tables dedicated to the Apple Vision Pro: one for demo units and one for customer demonstrations. Apple plans to move the demo and display areas to one table, using the extra space to showcase the new M4 Mac models.
Gurman says Apple is testing this new store layout, and that the change will only affect some locations for now.
Apple's plan to dedicate less retail space to the Vision Pro comes just two weeks after The Information reported that Apple has cut Vision Pro production and may stop making the device entirely by the end of 2024. Some factories have been cutting back on Vision Pro component production since May due to poor sales forecasts.
Apple is estimated to sell fewer than 500,000 Vision Pro headsets this year, even as it expands production to more countries. Apple's suppliers have already produced enough components to produce between 500,000 and 600,000 headsets, so Apple doesn't need additional supplies.
Apple analyst Ming-Chi Kuo believes Apple will repeat the Vision Pro as early as 2025, introducing a new headset with a faster M5 chip. Apple is also developing a more affordable version of the Vision Pro, but rumors about when it might launch are mixed.
In a recent interview, Apple CEO Tim Cook said the Vision Pro is “not a mass-market product” due to its high price, and is instead aimed at early adopters, or “people who want tomorrow's technology today.”
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