Similar Stories to Apple Is Reportedly Pumping The Brakes On Vision Pro Production on Bing News

The Vision Pro is reportedly getting a big reduction.Miguel Candela/SOPA Images/LightRocket via Getty ImagesApple is cutting Vision Pro production, possibly halting it by year-end, The Information reported.Demand for the $3,500 devices has been weak, said analyst William Kerwin.Apple may be developing a cheaper, smaller headset to boost consumer interest.Apple is reportedly reducing Vision Pro production, but that doesn't mean it's out of the headset game.On Monday, The Information reported that Apple has been scaling back production of the $3,500 headset since the summertime, and it could fully stop making the Vision Pro as we know it by the end of the year.Although Apple hasn't confirmed any changes to production, employees at Luxshare, the Chinese manufacturer responsible for assembling Vision Pros, said it's making about half as many units per day as it did during peak production, according to the report.A representative for Apple didn't immediately respond to a request for comment from Business Insider.Analysts told Business Insider that they wouldn't be shocked if Apple scaled back production on the devices — but they also wouldn't be concerned by such a move.Jacob Bourne, a tech analyst at BI sister company EMARKETER, said it "makes sense that Apple would scale back Vision Pro production," citing the price point and weak consumer appeal.Apple CEO Tim Cook recently told The Wall Street Journal that the pricey piece of tech is for "people who want to have tomorrow's technology today.""At $3,500, it's not a mass-market product," Cook said.