Apple’s mixed-reality headset will likely be primarily focused at builders and will now see shipments of fewer than 100,000 items this yr, Taiwanese analysis agency TrendForce experiences.
TrendForce claims that the headset’s excessive value, problem to fabricate, and deal with builders will “prohibit gross sales predominantly to pre-orders for this yr.” Whereas Apple’s headset may stimulate some new demand within the AR/VR product class, the excessive price ticket of the gadget, believed to be within the ballpark of ~$3,000, will apparently pose a big barrier to broader market development.
Trendforce forecasts that shipments of the brand new headset will now “fall brief” of 100,000 items this yr, with Apple doubtlessly capping manufacturing at not more than 300,000 items.
In January 2022, Apple was believed to have instructed its suppliers to anticipate gross sales of seven million to 10 million items throughout its first yr on sale. This expectation was then seemingly downgraded to 3 million items.
In August final yr, Apple analyst Ming-Chi Kuo stated that Apple was planning to ship not more than 1.5 million items in 2023. Bloomberg‘s Mark Gurman lately stated that Apple now expects to promote round 900,000 headsets this yr. In December final yr, Kuo revised his estimate all the way down to “lower than 500,000 items.”
Gurman has additionally postulated that Apple could promote just one headset per day per retail retailer, which might equate to annual gross sales of simply over 180,000 items. TrendForce’s estimate of lower than 100,000 items is the bottom cargo estimate for Apple’s headset thus far.
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