Apple Vision Pro Had An Initial Sales Target Of One Million Units, New Estimates Have Dropped By More Than Six Times That Number

A series of challenges forced the official release of the Apple Vision Pro to be delayed to early 2024. However, even with a fresh start to the year, the latest shipments estimate suggests that the mixed-reality headset will not be a commercial ‘home run’ for the technology giant, but as a technological marvel, it likely has had a significant impact on people without even arriving to the market.
Apple Vision Pro shipments may only reach 150,000 units, though others do not agree with these numbers
Dropping from one million units to 150,000 should be a cause of concern, but given that the Apple Vision Pro will have a $3,499 price tag, it should not come as a surprise that the device will ship in lower volumes. On Twitter, Ayesha Tariq states that one insider told the ‘Maeli’ that the initial target was to ship one million units, which later dropped to 300,000 units, then 150,000.
Even at 150,000, with its current price tag, the Apple Vision Pro will bring in $0.525 billion for the company, which is a decent chunk of change, but it is a far cry from the billions in revenue generated by Apple’s other products. Thankfully for the firm, Ben Bajarin, CEO and Principal Analyst of Creative Strategies, mentions on the same Twitter thread, responds that the Apple Vision Pro’s shipment estimates are up to 500,000, with the potential to climb if demand picks up next year.

Apple cuts Vision Pro sales target to 150K units vs previously discussed 1M units
An industry insider tells the Maeil that the initially discussed volume was 1M units, which was then reduced to 300K before being slashed to 150K this time. $AAPL
— Ayesha Tariq, CFA (@AyeshaTariq) June 8, 2023

It is obvious that the company will need to launch a significantly cheaper alternative to drive more consumers, but at the earliest, a more affordable AR headset is not set to arrive before 2025 . However, even before its release, Apple reportedly intends to charge customers more than its initial asking price of $3,499. Assuming a wearer needs prescription lenses, they will have to fork over up to $600 for this accessory or pay more if the size of their head is larger  than the standard band shipped with the Apple Vision Pro.
Another area where revenue can be generated is selling separate batteries, as the one that comes with the headset only lasts for two hours thanks to its small 6,500mAh capacity . While we believe that the Apple Vision Pro will not be the cash cow for the company with the first model, it can stand to make slightly more money through just its accessories, while the succeeding version can appeal to the masses with its competitive price tag.
Written by Omar Sohail