It wasn’t all that long ago that Apple refreshed the absurdly expensive Apple Vision Pro headset. Apple brought the M5 chip to the Fruit Company’s $3,500 AR (augmented reality) headset, alongside a new Dual Knit strap. It apparently wasn’t enough to revive interest in the headset, leading Apple to reportedly can the device. For good.
Losing Vision
That’s according to MacRumors, which reckons that interest has waned in the device ever since it hit shelves in 2024, reportedly selling around 600,000 units. At $3,500 a pop, that’s still a pretty penny, but not the long-life cash cow that it had initially hoped for. Insiders say that Apple saw an unusually high number of returns, too.
More so than any other Apple product, anyway. This myriad of disasters was enough for Apple to admit defeat and call quits on the Vision Pro. Apple isn’t actually discontinuing the headset, at least not right away. The M5 refresh model is still on shelves, and likely will be for quite some time. At that price, is anyone surprised?
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The report mentions that the employees who worked on the Vision Pro team have been scattered throughout the company to work elsewhere. Some of them have been shunted down to the Siri team, currently headed up by Mike Rockwell, who, incidentally, headed up the Vision Pro division until March 2025.
Apple isn’t giving up on the space entirely, it seems. We’ve known for quite some time that the company was developing a pair of smart glasses. Even back in October, reports claimed that the glasses had usurped the Vision Pro on its list of priorities. Now, it’s fallen even further out of favour, jeopardising its future for good.
