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Poor sales have reportedly forced Apple to cut production of the Vision Pro headset that the company had hoped would herald a new era in “spatial computing”.
The tech company also reduced marketing for Vision Pro by more than 95% last year, according to the market intelligence group Sensor Tower in figures first reported by the Financial Times.
While Apple continues to sell iPhones, iPads and laptops in the millions each quarter, analysts say sales of Vision Pro, which cost at least £3,199 ($3,499) each, have been sluggish.
Apple has not released sales figures for the device, but the market research group International Data Corporation (IDC) estimates it will have sold only 45,000 in the run-up to Christmas in the last quarter of last year.
IDC said Apple’s Chinese producer, Luxshare, stopped production of Vision Pro at the start of 2025. And Apple has not expanded direct sales of the device beyond a select 13 countries.
Counterpoint Research has predicted a 14% reduction in annual sales of virtual reality headsets.
The apparent failure of Vision Pro has echoes of the ill-fated Google Glass in 2013. Users were shunned as social pariahs or “glassholes”.
Despite these setbacks tech firms are still persisting with smart glasses. Apple is expected to release a cheaper version of Vision Pro later this year. But the emphasis now is on AI-enabled devices.
Reports in the tech press claimed Apple had paused its planned next iteration of virtual reality in favour of wearable AI devices. At the same time, Mark Zuckerberg’s Meta is expected to cut back on its plans for a “metaverse”, which includes its virtual reality Quest headsets. These are less advanced than Apple’s product but at £419 each are considerably cheaper and have cornered 80% of the market.
Last month Meta confirmed it was “shifting some of our investments from metaverse towards AI glasses and other wearables”.
Apple has refused to comment on the reports that it is scaling back virtual reality headsets.
If confirmed, the cuts to Vision Pro would represent a rare commercial flop for an Apple product.
When it launched Vision Pro in 2023, Apple hoped the devices, which allow users to interact with apps using eye movements, would have the same success as Macs and iPhones. At the product launch Tim Cook, Apple’s chief executive, said: “Your surroundings become an infinite canvas … Vision Pro blends digital content into the space around us. It will introduce us to spatial computing.”
But consumers balked at the price tag and reviewers complained that the devices were heavy, uncomfortable and little more than a gimmick. There was alarm when users were filmed wearing the headsets while driving.
Even enthusiasts admit that the headsets only have niche appeal and that the experience of wearing them can be isolating from other people.
The limited number of apps available compared with phones and tablets is also thought to have limited the interest in Vision Pro.
Morgan Stanley’s tech analyst Erik Woodring summed up its problems. “We can say the cost, form factor and the lack of VisionOS native apps are the reasons why the Vision Pro never sold broadly,” he told the FT.
Apple claims there are 3,000 apps available in Vision Pro headsets. This is relatively small compared with the proliferation of apps after the launch of the iPhone in 2007.
