Apple’s Vision Pro headset has had a tough journey since its launch. Despite a recent upgrade with a faster M5 chip and a more comfortable strap, the device hasn’t captured consumer interest. Reports indicate that Apple sold around 600,000 units, with unusually high return rates compared to other products.
Insider sources claim that Apple has halted work on the Vision Pro, with the team reassigned to other projects—some even moving to improve Siri. This news comes as a surprise to those in Apple’s Vision Product Group (VPG), who felt the project’s future was still active.
Sales expectations were low right from the start. Originally, analysts projected under 500,000 unit sales in the first year. The high price tag of around $3,500—often more with prescription lenses—certainly didn’t help attract buyers. Many observed that the launch lacked the buzz seen with other Apple products, making it clear that it was not destined to be an instant hit like the iPad.
While the device has struggled, the future of Apple’s vision-related technology seems to remain in play. Upcoming updates to VisionOS and new hardware are anticipated, signaling that Apple is not abandoning the concept entirely.
Experts in the tech industry often note that innovative products in new categories take time to gain traction. Consumers may need some convincing to adapt to immersive tech, but Apple’s core team is still committed and believes there’s potential in this space.
In summary, while the Vision Pro’s launch has been rocky, there are ongoing efforts at Apple to refine the vision for this technology. As the company navigates this junior market, it remains focused on improving the user experience and expanding its offerings in the augmented reality field.
For more details about the current situation of Apple’s Vision Pro and its roadmap, you can check out the latest from TechCrunch and MacRumors.
