Apple’s Vision Pro headset — once pitched as the dawn of “spatial computing” — is facing a stark reality: even a powerful M5 upgrade hasn’t sparked the sales growth Apple expected. Reports now show the device is struggling to find a mainstream audience, prompting production cuts and a massive reduction in marketing spend.
The Vision Pro, launched with a premium $3,499 price tag and cutting-edge spatial computing tools, was heralded as a potential category-defining product. But market traction has been disappointing, especially compared with Apple’s blockbuster products like the iPhone or MacBook.
Why the M5 Upgrade Wasn’t Enough
In late 2025, Apple introduced an updated Vision Pro with the new M5 chip, promising better performance, enhanced graphics rendering, longer battery life and improved thermal efficiency.
Despite these advances, the core challenges remain:
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High price point: At $3,499, it sits in MacBook Pro territory — a steep ask for a niche headset.
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Limited mainstream appeal: Many consumers struggle to justify the cost, especially when traditional laptops and tablets already serve most daily computing needs.
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Comfort & usability concerns: The device’s weight and ergonomic design make extended use uncomfortable for many users.
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Sparse native app ecosystem: With around 3,000 VisionOS apps — many of which are niche or enterprise-focused — users find limited entertainment or productivity value compared to expectations.
Even with the M5’s performance gains, these structural issues have limited the product’s market reach far beyond early adopters.
Sales Figures Reveal a Hard Truth
While Apple rarely releases official unit sales, independent research paints a sobering picture:
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IDC estimates Apple shipped roughly 45,000 Vision Pro units in Q4 2025, a fraction of Apple’s typical product volumes.
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Industry analysts note that production by its assembler — Luxshare — was scaled back in 2025, as inventory outpaced demand.
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Marketing investment for the Vision Pro has been slashed by over 95% in key markets including the U.S. and U.K., signaling a strategic shift.
These factors show the device’s momentum has significantly cooled despite the M5 refresh.
Apple’s Strategic Pivot
The Vision Pro hasn’t entirely failed — it’s finding traction in select enterprise use cases. Businesses in healthcare, design, and simulation value the headset’s high-resolution displays and spatial computing capabilities, where price and comfort limitations are less of a barrier.
However, Apple seems pragmatic about repositioning its AR/VR ambitions:
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Rumors and reports suggest Apple may focus on more affordable AR/AI glasses in the future, moving away from the bulky mixed reality headset form factor that struggled to resonate with general consumers.
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Analysts expect Apple to continue investing in spatial computing technologies but reevaluate hardware approaches to reach broader audiences.
This pivot mirrors wider trends in the XR industry where high-end headsets face adoption headwinds, and lighter, more affordable products vie for attention.
What This Means for the Future of Apple’s Mixed Reality Vision
The Vision Pro’s current performance reveals deeper truths about emerging technology adoption:
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Innovation alone doesn’t guarantee mass appeal. Cutting-edge hardware must align with clear, everyday use cases.
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Ecosystem matters. Without a rich app platform that attracts mainstream developers and users, even powerful devices struggle to thrive.
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Price remains a key barrier. Many users are unwilling to spend thousands on a product that doesn’t replace or significantly improve current workflows.
Apple’s mixed reality journey is far from over — but its roadmap may shift toward lighter, cheaper, and more accessible experiences that complement everyday digital life rather than redefine it.
