Apple has halted production of its Vision Pro headset less than a year after its highly anticipated debut in the U.S. and later release in Europe. The device, which was hailed as a groundbreaking leap into the world of spatial computing, saw an enthusiastic response upon launch, racking up nearly 200,000 units sold in its first few weeks. However, as the initial hype wore off, sales slowed dramatically.
One of the biggest obstacles was the price tag. Starting at $3,500 in the U.S. (€3,999 in Europe), the Vision Pro was a tough sell for the average consumer. Tim Cook openly acknowledged this in a recent statement, admitting that the device was never intended for mass adoption.
Instead, it was positioned as a premium, first-generation product, designed to showcase what Apple could achieve in mixed reality rather than to dominate the market. Despite its cutting-edge features, including eye-tracking, ultra-high-resolution displays, and a revolutionary interface, the Vision Pro’s price made it inaccessible for most consumers. Competing devices like Meta’s Quest 3, priced at a fraction of the cost, offered a strong alternative.
Reports suggest that Apple was left with a massive surplus of unsold units, estimated between 500,000 and 600,000 devices. With demand dwindling and production costs remaining high, halting manufacturing became the only logical step.
vision Pro production challenges
Although production has stopped, Apple isn’t abandoning its VR/AR ambitions. Tim Cook has hinted at a more affordable version of the Vision Pro currently in development. By eliminating non-essential features while maintaining the core Apple VisionOS experience, the company hopes to deliver a product that appeals to a broader audience.
Rumors indicate that the new model could be priced more competitively—a significant drop, yet still far from the budget-friendly range of competitors like Meta’s VR lineup. Apple initially marketed the Vision Pro as more than just a VR headset. With its ability to function as a standalone computing device, it was meant to be a productivity powerhouse rather than just an entertainment gadget.
However, the reality is that most consumers weren’t ready to spend the equivalent of a high-end MacBook Pro on a technology still in its early stages. The Vision Pro’s early exit from production suggests that even Apple isn’t immune to market realities. While innovation drives excitement, a product must also find its target audience at the right price.
Apple’s next move in the VR/AR market will be crucial. If the company can lower costs without sacrificing too much of the Vision Pro’s magic, it may still have a chance to make mixed reality mainstream.
