Chance Miller
Apple is widely expected to announce a new version of AirPods Pro this year,
potentially bringing new health-tracking features and design updates.
Reliable Apple analyst Ming-Chi Kuo is also now predicting that Apple will
discontinue the original AirPods Pro once the second generation has been
announced, signaling a strategy shift from AirPods 2 and AirPods 3.
In a post on Twitter today, Kuo explained that Apple has cut orders for
AirPods 3 by over 30% for the second and third quarters of this year. The
analyst explains that demand for AirPods 3 is "significantly weaker" than
AirPods 2 due to the "failed product segmentation strategy."
As a refresher, when Apple announced AirPods 3 last year, it simultaneously
cut the price of the second-generation AirPods and left them in the AirPods
lineup. This means Apple currently sells three different truly wireless
AirPods variations: AirPods 2, AirPods 3, and AirPods Pro.
Apple had hoped that people would be tempted by the new features and design
of AirPods 3 to spend the higher price compared to AirPods 2. Instead, that
doesn't appear to be what's happened. Kuo suggests that the "segmentation
strategy" has failed, and buyers are still largely opting for the more
affordable AirPods 2 rather than AirPods 3.
To avoid this similar situation from happening with AirPods Pro 2, Apple is
planning to discontinue the original AirPods Pro once the second-generation
model is released. Kuo writes:
block quote
AirPods 3 orders for 2-3Q22 have been cut by 30%+. Due to the failed product
segmentation strategy, demand for AirPods 3 is significantly weaker than for
AirPods 2. AirPods Pro may get discontinued after Apple launches AirPods Pro
2 in 2H22 to avoid repeating the same mistake.
block quote end
What this means is that if you were hoping for AirPods Pro to stick around
at a lower price following AirPods Pro 2, that likely won't be the case.
AirPods Pro 2 are expected to feature a handful of upgrades, including
Lossless support, a new form factor, and new health features. Kuo has
repeatedly said that AirPods Pro 2 are destined for a release during the
second half of 2022, a claim which he reiterates today.
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