Data from Sensor Tower, first cited by the Financial Times, also indicates that Apple slashed its marketing spend on the Vision Pro by over 95% last year.
While Apple’s core products such as iPhones, iPads and MacBooks continue to sell in large volumes, analysts say uptake of the Vision Pro - which starts at about £3,199 ($3,499) - has been relatively modest.
Apple has not publicly disclosed sales figures, but International Data Corporation (IDC) estimates that only around 45,000 units were sold in the final quarter of last year.
According to IDC, Luxshare, the Chinese manufacturer assembling the device, halted production at the beginning of 2025, and Apple has yet to roll out direct sales beyond roughly a dozen countries.
Research firm Counterpoint has also forecast a double-digit decline in overall annual shipments of virtual-reality headsets.
The Vision Pro’s struggles have drawn comparisons to Google Glass, launched in 2013, which also failed to gain mainstream acceptance.
Despite setbacks, major tech companies continue to pursue smart-glasses initiatives. Apple is rumored to be developing a lower-cost version of the Vision Pro, but much of the industry’s focus has shifted toward AI-powered wearables.
Industry reports say Apple has paused work on future high-end virtual-reality models to prioritize wearable AI devices. Meta is similarly expected to reduce emphasis on its metaverse strategy, despite its Quest headsets dominating the current market at a significantly lower price point than Apple’s device.
Meta recently said it is redirecting some investment from metaverse projects into AI glasses and other wearable technologies.
Apple has declined to comment on claims that it is reducing its virtual-reality ambitions. If accurate, the move would represent an uncommon commercial setback for the company.
When Vision Pro was unveiled in 2023, Apple promoted it as a breakthrough device enabling users to control apps with their eyes and overlay digital elements on their physical surroundings, hoping it would mirror the success of previous flagship products.
However, many consumers were put off by the steep price, and reviewers criticized the headset’s weight, comfort and limited practical use. Safety concerns were also raised after people were seen wearing the device while driving.
Even supporters acknowledge that the headset appeals mainly to a niche audience and can feel isolating to use. A comparatively small library of compatible apps has also constrained interest.
Analyst Erik Woodring of Morgan Stanley summarized the challenges by pointing to the high price, bulky design and shortage of native VisionOS apps as key obstacles to broader adoption.
Apple says around 3,000 apps are now available for Vision Pro, although that remains small compared with the rapid app ecosystem growth that followed the launch of the iPhone in 2007.
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