Following disappointing sales, Apple has reportedly reduced production of its Vision Pro headset, which retails for a minimum of £3,199 ($3,499). The company had anticipated that the device would introduce a new era in spatial computing, but sales have not met expectations.
Market research from the International Data Corporation (IDC) indicates that only about 45,000 units were sold in the final quarter of last year. Additionally, marketing efforts for the Vision Pro have seen a dramatic cut of over 95% in the past year, as noted by Sensor Tower.
Apple continues to perform well in other product categories, selling iPhones, iPads, and laptops in high volumes. However, the Vision Pro's lackluster performance has drawn comparisons to the earlier failure of Google Glass. Despite these challenges, Apple is planning to introduce a more affordable version of the headset later this year, while also focusing on AI-enabled devices.
Meta, another major player in the industry, has also indicated a shift in focus from its metaverse initiatives, including its virtual reality Quest headsets, towards AI-related technology. Apple has not publicly commented on the reported production cuts or future plans for the Vision Pro.