The Apple Vision Pro has struggled to sustain momentum since launch, with sales figures now emerging that paint a stark picture for the company’s premium mixed reality headset. Priced at roughly £2,750, the device lost much of its early hype within days of arriving, and the latest reports suggest the situation is considerably worse than previously understood.
Retail employees have indicated that stores around the world are fortunate to sell a single Vision Pro unit in a month. By comparison, Apple sells around eight iPhones every second, amounting to roughly 20.6 million each month. Against that scale, a single monthly sale for the more successful stores represents an exceptionally weak result for the headset.
Internal Confidence Wavers
Within Apple, the outlook for the Vision Pro’s future is reportedly bleak. The team behind the device is said to be working to retain funding while considering ideas for a more appealing successor. The picture inside the company suggests limited faith in the current product’s long-term prospects.
Apple executive John Ternus was said to be sceptical of the Vision Pro before its release in 2024. While Ternus has publicly defended the headset more recently, he is reported to view the device as unlikely to endure as a long-term product. According to internal accounts, Ternus regards the Vision Pro as a stepping stone for the company rather than a lasting offering.
Uncertain Future for the Headset
Whether another Vision Pro will follow remains unclear. Some within Apple retain confidence in the category, provided it is approached in a measured way. The mixed reality headset has a small but dedicated user base, and discontinuing the series in favour of smart glasses could leave those owners feeling short-changed. Some prospective buyers are also still waiting for the Vision Pro to become available in their country.
Attention within the company appears to be shifting towards smart glasses as a priority, while Apple is also reported to be experimenting with new designs and concepts. The prospect of a more affordable headset in the future has not been ruled out, though no such product has been confirmed.
For now, the combination of low retail sales, questions over continued funding, and doubts at senior level defines the current standing of Apple’s mixed reality effort.
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Image: phonearena.com
