Apple Vision Pro Sales Slow, Leadership Reportedly Skeptical

Apple's Vision Pro mixed-reality headset has faced challenges since its launch, with market performance reportedly falling short of expectations. According to Bloomberg's Mark Gurman, employees at Apple's retail stores have indicated that some global locations are selling as few as one Vision Pro unit per month, with such sales considered fortunate.

In comparison, Apple's iPhone sells approximately eight units per second worldwide, averaging around 20.6 million units monthly. Gurman reports that Apple CEO Tim Cook was reportedly skeptical of the Vision Pro project even before its official release in 2024. While Cook has publicly defended the product, his internal comments suggest he views Vision Pro not as a long-term product line, but rather as a stepping stone for Apple to explore the spatial computing domain.

Despite this, there is internal pressure within Apple regarding the future development of Vision Pro. The Vision Pro team is reportedly working to secure further funding and is discussing how to create a more compelling next-generation product. Some within the company still believe in this product category and its market potential, provided the product is positioned more strategically.

Vision Pro maintains a small but dedicated user base. If Apple were to eventually abandon the product line and shift focus to smart glasses development, these users could be impacted. Notably, some international customers are still awaiting the official market launch of Vision Pro in their regions.

It remains unclear if Apple will continue to explore the mixed-reality headset market. The company is also pursuing research and development into smart glasses, experimenting with various device designs and form factors. There is no official information regarding the potential release of a new, more affordable, and consumer-oriented Vision Pro model.