Apple (AAPL) is ramping up production of its Vision Pro mixed-reality headset and has moved up the launch date to February 2024, according to media reports.
Both the Reuters News Agency and Bloomberg News are reporting that Apple has put the launch of the Vision Pro on an accelerated timetable as it tries to counter a slowdown in sales of its other electronic devices that include the iPhone and MacBook computer.
Production of the new headset has been increased at Apple’s manufacturing facilities in China as Apple races to get the Vision Pro headset into retail outlets worldwide.
Unveiled in June 2023, the Vision Pro is priced at $3,499 U.S and is Apple’s first entirely new product since the Apple Watch was introduced in 2015.
According to the media reports, Apple is sending emails to software developers telling them to prepare for the Vision Pro’s release by testing their apps and sending their software to Apple for review and feedback.
Previously, Apple was not expected to launch the Vision Pro until spring 2024.
The company has been dealing with a slowdown in sales of its electronic devices, particularly in China where the economy is sputtering.
Apple’s stock has gained 56% in 2023 and is currently trading near its all-time high of $199.62 U.S. per share on a split adjusted basis.
With a $3 trillion U.S. market capitalization, Apple is the world’s largest publicly traded company.
