Apple’s ambitious Vision Pro headset isn’t selling as expected. Sources say the company has drastically scaled back production and marketing after poor early sales, signaling a step back for the $3,499 device. Launched as a futuristic way to merge virtual and real‑world experiences, the headset hasn’t captured widespread interest.
Reviewers and early users have pointed out the device’s bulkiness, limited battery life, and a small selection of apps, making it less appealing to casual buyers. Estimates suggest only about 45,000 units were shipped during the holiday quarter, far below the numbers Apple usually achieves with its gadgets.
The Vision Pro is currently sold in just 13 countries, and Apple’s manufacturing partner reportedly paused production in early 2025. With competitors like Meta offering more affordable VR headsets that dominate the market, Apple faces an uphill battle in this premium niche.
Industry insiders say Apple is exploring a cheaper, more accessible version of the Vision Pro while also leaning into AI-enabled wearable devices. The headset’s early performance underscores the challenge of creating a new category from scratch, even for a tech giant known for redefining consumer electronics.
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