Apple presented the Vision Pro last June. With this product, Apple took a gamble, that of convincing the world that it needed a virtual reality headset. If the challenge was technically successful, the Vision Pro turned out to be a commercial failure, selling only a few hundred thousand copies, far from Apple's hopes.
Faced with these weak sales, production was cut in half in November. The Chinese company Luxshare, which assembles the Vision Pro, has grown to 1,000 helmets built every day. When the device was launched in February, it was more a question of 2000 to 2500 headsets.
The end of the story ?
Today production would be completely at a standstill. At least that's what analyst Wayne Ma says in his latest report on the subject. Apple would have between 500,000 and 600,000 headsets in stock, ready to be marketed, they will be able to meet the low demand for the whole of 2025.
For 2026, another Vision Pro should be marketed, thus perpetuating this range of products despite the recent setbacks of the first generation. According to information from journalist and Apple specialist Mark Gurman, this Vision Pro 2.0 would be built with cheaper components, considerably reducing the final selling price.
Apple is also said to be working on the weight and autonomy of the device, two recurring criticisms of the first generation. This new headset is expected for the second part of 2026, it could be presented during WWDC, like the first model, or during the back-to-school conference, a moment historically reserved for iPhones.
Apple Vision Pro: already one flop ?
The commercial failure of the Apple Vision Pro is obvious. The product did not sell well and failures being rare at Apple, this one is even more visible. But behind this financial disappointment, the Apple Vision Pro remains a technological gem. It is nevertheless a timeless product, which today does not meet any use for the general public.
The big question is whether a lower price and new features will allow the Vision Pro to find a place in our homes, alongside the iPhone, iPad and Mac. Good sales of virtual reality headsets, like the Meta Quest 3, seem to demonstrate that an audience exists for this type of product, Apple just has to find it.
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