Despite the recent launch of the M5 Vision Pro update, sales for Apple's virtual reality headset appear to be faltering as the new year begins. A report from the Financial Times highlights concerning trends for the device, particularly for the fourth quarter of 2025.
Sales predictions suggest that only 45,000 units of the Vision Pro may be sold during the critical holiday season, coinciding with the M5 model's introduction. Additionally, Apple has cut its digital marketing expenditure for the Vision Pro by more than 95% in both the US and UK, according to Sensor Tower.
The overall virtual reality market has also faced challenges, with a reported 14% decline in sales over the past year, as noted by Counterpoint. While Apple does not disclose specific sales figures, these reports indicate that the Vision Pro is struggling to capture consumer interest.