Apple Vision Pro Faces a Reality Check

Apple’s ambitious push into spatial computing appears to be slowing down. Reports suggest the company has cut production of the Apple Vision Pro headset after sales failed to meet expectations. The device was positioned as Apple’s next big computing platform. However, adoption has remained limited since launch.

Market intelligence data shows Apple also slashed Vision Pro marketing by more than 95% in 2025, signaling a major shift in strategy. While Apple continues to sell millions of iPhones and Macs, Vision Pro has struggled to gain similar traction.

Sales Numbers Tell a Cautious Story

Apple does not share official Vision Pro sales figures. Still, industry trackers provide a clearer picture. According to IDC estimates, Apple sold around 45,000 Vision Pro units in the last quarter of 2025. That figure remains small compared to Apple’s mainstream products.

Production partner Luxshare reportedly stopped manufacturing the headset at the start of 2025. Meanwhile, Apple has kept Vision Pro sales limited to just 13 countries, further restricting its reach.

Price, Comfort, and Apps Remain Big Barriers

The high price of $3,499 has been a major hurdle. Many consumers have hesitated to invest in a device that feels experimental. Reviews have also pointed to heavy weight and discomfort during extended use.

App availability has played a role as well. Apple says Vision Pro supports around 3,000 apps, which remains modest compared to iOS and iPadOS ecosystems. As a result, everyday use cases have stayed narrow.

Apple Shifts Focus Toward AI Wearables

Despite the slowdown, Apple has not abandoned immersive technology entirely. Reports indicate the company is now prioritizing AI-powered wearables, while pausing plans for the next major Vision Pro iteration.

A more affordable Vision Pro variant is still expected later this year. However, industry focus appears to be moving away from pure virtual reality toward lighter, AI-enabled devices.

A Broader Industry Reset

Apple is not alone in recalibrating. Meta has also confirmed it is redirecting investments from the metaverse toward AI glasses and wearables. While Meta dominates the VR market with cheaper headsets, even it is rethinking long-term virtual reality ambitions.

For now, Vision Pro stands as a reminder that cutting-edge technology still needs mass-market practicality to succeed.