Global demand for Apple Vision Pro is weak, Apple cuts parts purchases

According to news on April 24, well-known analyst Ming-Chi Kuo recently disclosed that Apple has reduced the purchase of parts and components for its Apple Vision Pro products. This move may mean that the market demand for this headset device has not reached Apple’s previous expectations.

It is understood that Apple Vision The Pro performed well when it debuted in the U.S. market, and its actual shipments in February even exceeded Apple's initial internal forecasts. However, as the product is promoted to the global market, consumers' willingness to purchase seems to be gradually waning.

According to the editor’s understanding, Guo Minghami pointed out in a recent report that Apple has significantly lowered its full-year shipment target for Apple Vision Pro in 2024 to 400,000-450,000 units. This number is far lower than the market consensus of 700,000-800,000 units. While market forecasts don't always accurately reflect Apple's actual strategy, Kuo's observations may shed light on the challenges Apple faces in supply chain management.

Ming-Chi Kuo’s latest supply chain research results show that Apple chose to reduce the size of orders before the product was released globally, which may indicate the decline in demand for Apple Vision Pro in the US market Exceeded expectations. Based on this trend, it can be speculated that Apple's sales expectations for non-U.S. markets may also become more conservative.

Currently, Apple is actively promoting the global launch of Apple Vision Pro, and China is expected to be one of its first round of expansion countries. However, given the uncertainty of market demand, Apple may adopt a more prudent market strategy.

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