Last month, Apple officially announced its self-developed MR Head Display Vision Pro at the WWDC conference, and according to Apple's official rhetoric at the conference, the $3,499 head display will go on sale in the U.S. early next year and land in more countries and regions next night, and Apple expects to produce 1 million units, but now only a month later, Apple's million capacity seems to be a fantasy。

According to media reports, Apple is cutting back on production targets for the headset due to the complexity of the Vision Pro's design, which makes it difficult to produce (the main obstacle is making a high-resolution internal display)。In addition, Apple's plan to launch a low-profile version of Vision Pro has also been delayed。

Specifically, people familiar with the matter said that Apple is currently preparing to cut its 2024 production of its first MR headset, Vision Pro, to less than 400,000 units, and two Chinese suppliers of parts for Apple's Vision Pro said that Apple will only require them to produce 130,000-150,000 units of parts in the first year.。

In addition, the media reported last month that Sony, the panel supplier of Vision Pro, had limited its OLEDoS capacity to 900,000 units.。With two tiny OLEDoS screens on each Vision Pro, that means Apple may not ship more than 450,000 Vision Pros next year.。The report also mentioned that Apple had asked Sony to expand its OLEDoS capacity, but was rejected.。Currently, Sony can supply up to 100,000-200,000 OLEDoS per quarter。

Terushi Shimizu, president of Sony Semiconductor Solutions, has recently said that Sony is cautious about the expansion of the MR headset market and is reluctant to significantly increase production。

In addition to the difficulty of production, the mediocre consumer response to the product is one of the reasons.。

The Vision Pro, released last month, is Apple's blockbuster product after years of research and development and is the company's latest move into the mixed reality industry。However, in recent years, whether it is virtual reality, augmented reality or mixed reality, although there is a hot discussion, but due to the lack of amazing products on the market, it has been in the "non mainstream" industry。Although Apple in the chip, display and hardware and other aspects of the "housekeeping skills," but compared to Jobs previously released an epoch-making touch-screen mobile phone, the Vision Pro did not achieve a special breakthrough in similar products, inevitably give people a "big thunder, little rain" feeling.。

Some analysts believe that Vision Pro will not have much appeal to the mainstream market, at least initially.。And selling for as much as $3,500 can be prohibitive for many consumers, with short-term buyers only geeks or developers。Carolina Milanesi, a consumer technology analyst at research firm Creative Strategy, also mentioned that the headset is "not aimed at mass-market consumers, but early adopters and developers."。

After the release of Vision Pro, the market is not optimistic about its shipments。According to market research firm TrendForce, Apple's Vision Pro may ship less than 100,000 units this year, a far cry from Cook's "million-dollar target."。