Apple is dialing down its ambitions for the Vision Pro headset after the device failed to attract strong consumer interest. Reports indicate that the company has cut production and marketing by over 95 per cent, marking a significant retreat from what was once presented as Apple’s next big computing platform.
Introduced in early 2024, the Vision Pro was positioned as a breakthrough in “spatial computing,” allowing users to interact with digital content in immersive ways. However, its premium price of $3,499 put it beyond the reach of most buyers. Add to that its bulky form, limited battery life, and a relatively small app ecosystem, and the headset struggled to move beyond early adopters and developers.
Industry estimates suggest that only about 45,000 units were shipped during the crucial holiday quarter, far below expectations for a company of Apple’s scale. Production by Apple’s manufacturing partner is believed to have stopped earlier this year, while promotions for the headset have largely disappeared. The Vision Pro is also available in a limited number of countries, further restricting its market.
Apple has not officially commented on the reported cutbacks, but analysts believe the company is rethinking its approach. A cheaper version of the headset is said to be under consideration, alongside a stronger push into AI-driven wearables. The Vision Pro’s slow start highlights how challenging it can be , even for Apple, to turn cutting-edge technology into a mass-market product.
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