Apple’s future mixed reality headset won’t be for everyone with limited sales

Apple to organize its annual WWDC 2023 event in less than two weeks, and we’re expecting something big from the Cupertino-based tech giant. The company is expected to announce its long-awaited iOS 17, watchOS 10, as well as a host of other software updates for its products. The company is also rumored to announce a larger 15-inch model of the MacBook Air and the much-anticipated mixed reality headset. It would appear that Apple will only sell 100,000 units of the headset mixed-reality headset.

Apple’s mixed reality headset shipments expected to be limited to 100,000 units

According to a new study by TrendForce, Apple’s mixed reality headset shipments are expected to fall below 100,000 units this year. There are several reasons why shipments will remain low this year, despite the fact that the product has been entirely new to Apple for over eight years. Firstly, it was previously reported that Apple’s mixed reality headset would be aimed at developerscontent creators and professionals. This means that the headset will be aimed at a specific part of the market rather than the average user.

Apple's AR VR headset has apparently been tested by the founder of Oculus, judging by his meaningful little tweet

With the AR headset being an entirely new product, it makes sense that Apple would target developers. Bottom line, developers will learn more about the device in order to create better applications and uses for the headset. In addition, the report also states that Apple will limit production of its headset to 300,000 units this year. It was previously announced that the headset would sell between 7 and 10 million units in the first year of availability.

Another reason why Apple’s headset shipments could remain low is manufacturing cost. Apple will retain its profit margins, but the price of the mixed-reality headset will be around $3,000. This means that the device is not aimed at the average user and that there would be fewer people willing to enter the augmented reality category.

The company is working on future ARVR headset models aimed at a wider audience, with budget variants of the headset being tested in-house. Ultimately, the company is aiming for an iPhone-like headset range, with a standard model and a high-end model.