Apple Vision Pro’s Sales Plummet as Production and Marketing Cuts Loom

Apple’s ambitious plans for a future immersed in virtual and augmented reality—using macOS and iOS in new, immersive ways—seems to be facing setbacks. Market intelligence group Sensor Tower reports, via the Financial Times, that the company has slashed production and reduced the marketing budget for the Apple Vision Pro by a staggering 95%, due to poor sales.

This development isn’t entirely surprising to those following tech trends over the past year. The Vision Pro launched at a hefty $3,499 in the US and was confined to Apple’s closed ecosystem, the “walled garden.” While this approach has historically worked well for Apple, it appears to have fallen flat this time.

In response to the news, Editor-at-Large Lance Ulanoff commented, “I actually thought they cut back production last year, but maybe they believed the M5 upgrade would boost sales. (Spoiler: It didn’t.)” Many share this outlook; there was little buzz around the Vision Pro or visionOS last year, and few have seen the mixed reality headset in action.

Despite its commercial struggles, the Vision Pro boasts impressive technology—although, as reviewed, it feels very much like a first-generation device aimed more at developers than consumers. Apple’s next step might involve a second-generation headset, potentially more affordable and stripped of some of the latest tech, but that remains to be seen.

While Apple’s work in augmented and mixed reality isn’t over—current job postings suggest ongoing developmental efforts—the focus appears to be on software rather than hardware, and it’s unlikely that Apple will release a $3,000 headset again soon.

A Niche Future for VR and AR

Unfortunately, virtual reality remains a niche market, with augmented reality more likely to be used as a feature in phone apps—think Pokémon Go—rather than through dedicated headsets. Cost continues to be a major barrier, with affordable options like Meta Quest 3 standing out.

Reflecting on similar experiences, the PlayStation VR 2 also presented advanced tech and compelling games but failed to capture mass adoption. Its launch price matched that of a new PS5 console, which likely limited its appeal.

Ultimately, the vision of widespread VR, AR, and mixed reality experiences hinges on affordability, accessibility, and richer software ecosystems. Until these hurdles are addressed—beyond the Meta Quest’s offerings—the future of immersive tech remains on the horizon.

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Roland Moore-Colyer is Managing Editor at TechRadar, covering phones and tablets, with a broad interest in all things tech—including gaming, computers, and cars.