Apple’s Vision Pro headset, once expected to lead the charge in “spatial computing,” hasn’t performed well in the market. New reports indicate that Apple cut production and slashed marketing efforts by over 95% last year. According to Sensor Tower, a market intelligence firm, the company aimed high but has fallen short.
Sales of the Vision Pro, which starts at £3,199 ($3,499), lagged behind expectations. The International Data Corporation (IDC) estimates that only about 45,000 units sold in late 2025. The headset’s production by Apple’s Chinese partner, Luxshare, halted earlier this year. Also notable is that Apple has restricted direct sales to just 13 countries.
Counterpoint Research predicts a 14% drop in annual virtual reality headset sales. Comparisons are being made to the unsuccessful Google Glass, which struggled with social acceptance a decade ago. Back then, users faced ridicule, earning the nickname “glassholes.” Despite setbacks, tech companies remain committed to smart glasses, with Apple reportedly planning a lower-cost version of Vision Pro.
Interestingly, companies like Meta are shifting their focus as well. Meta announced it would redirect some of its investments from the metaverse towards AI-powered wearable devices. While Apple’s Vision Pro aims at high-end consumers, Meta’s Quest headsets offer a more budget-friendly alternative, capturing about 80% of the market at a price of £419.
When Apple unveiled the Vision Pro in 2023, CEO Tim Cook envisioned a future where users could blend digital and physical environments seamlessly. However, consumers were taken aback by the hefty price tag. Critics noted that the headset felt heavy and cumbersome, and there were concerns about users’ safety when wearing the device in unsafe situations, such as driving.
Even fans of the technology concede that the Vision Pro has a niche appeal. Many have reported feelings of isolation while using it, and a limited selection of apps compared to phones and tablets further dampens interest. Morgan Stanley analyst Erik Woodring summed it up: high cost, discomfort, and a lack of native apps have hindered broad market adoption.
Apple claims there are 3,000 apps available for the Vision Pro, but that pales in comparison to the app explosion seen after the iPhone’s launch in 2007. As the landscape of tech continues to evolve, it will be interesting to see how Apple and others re-strategize to captivate a wider audience.
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