A strategic retreat? Apple has significantly altered its strategy regarding the Vision Pro mixed-reality headset, including reducing production and marketing efforts and reassigning key personnel. The device remains on sale, but reports indicate that development on future high-end models has ceased.
Production and Sales Data
Multiple industry sources report a reduction in manufacturing volume for the Vision Pro product line. According to the International Data Corporation (IDC), Luxshare, Apple's production partner, stopped manufacturing the headset at the start of 2025.
Sales figures for the device are estimated by third-party analysts. The IDC estimates that approximately 45,000 units of the Vision Pro M5 model were sold in the final quarter of the previous year. Total sales of the device since its launch are estimated by one source to be approximately 600,000 units. Another industry estimate reported sales of roughly 390,000 units against an initial sales forecast of 500,000 units by 2025. Apple has not publicly released official sales data for the Vision Pro.
Strategic and Marketing Adjustments
Apple has reduced its advertising budget for the Vision Pro by over 95% in markets including the United States and the United Kingdom, according to market intelligence firm Sensor Tower.
Internal reports, cited by multiple sources, state that Apple has ceased work on future iterations of the high-end Vision Pro headset. Team members previously assigned to the product have been reassigned to other projects, including the development of the Siri assistant. Mike Rockwell, who formerly led the Vision Pro team, has been leading the Siri team since March 2025. Reports also indicate that a lower-cost, lighter-weight model codenamed "Vision Air" was considered but shelved in 2024.
Future Product Focus
Apple is reportedly developing smart glasses similar to the Ray-Ban Meta glasses, featuring integrated artificial intelligence (AI) but currently no display. The company may add augmented reality capabilities to this product at a later date.
Market Context and Comparisons
The Vision Pro launched in early 2024 with a starting price of $3,499 (£3,199). The M5 model, released in October 2025, introduced a 120Hz refresh rate and additional battery life but maintained the same price point. The device weighs over 1.3 pounds.
The broader virtual and mixed reality sector experienced a contraction of approximately 14% in 2025. Meta currently holds a market share of over 80% in this sector and has also reduced its marketing expenditures. Competitors such as Samsung have introduced new devices, including a mixed reality headset utilizing Android XR technology. The market performance of the Vision Pro has drawn comparisons to Google Glass, which was released in 2013 and encountered user acceptance challenges.
Key Takeaway: While the Vision Pro remains on the market, Apple's pivot away from high-end development and a deep cut in advertising signal a major strategic retreat from the premium mixed-reality space.