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Apple Adjusts Vision Pro Strategy: Production Curtailed, Development Reportedly Shifted

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Apple Shifts Strategy: Vision Pro Production Slashed, Successor Canceled

Apple has modified its strategy for the Vision Pro mixed-reality headset, including reducing production and advertising budgets. Reports from multiple sources indicate the company has ceased development of a direct successor to the current model, reassigned team members, and is focusing resources on developing new smart glasses products.

Vision Pro Sales and Production

Apple has not publicly released official sales data for the Vision Pro. Third-party estimates provide varying figures on unit sales:

  • Total Sales: The total number of units sold since the device's launch in early 2024 is estimated by one source at approximately 600,000 units. Another source reports actual sales have reached around 390,000 units against an initial internal sales forecast of 500,000 units by 2025.

  • M5 Model Sales: The M5 model, released in October 2025, accounted for approximately 45,000 units during the holiday season according to the International Data Corporation (IDC). Counterpoint Research reported a 14% contraction in the broader virtual reality headset market in 2025.

  • Production Adjustments: IDC noted that Luxshare, Apple's Chinese producer, ceased production of the headset at the start of 2025. Manufacturing volumes for the Vision Pro product line have been scaled back, with one report stating production of the M2 model was temporarily halted.

  • Marketing: Advertising budgets for the Vision Pro were reduced by over 95% in markets including the United States and the United Kingdom according to Sensor Tower.

"Advertising budgets for the Vision Pro were reduced by over 95% in markets including the United States and the United Kingdom."

Product Development and Team Reassignment

Internal sources indicate that Apple has stopped development of a direct successor to the Vision Pro headset. The M5 model remains on sale, but no new model of this type is planned.

  • Team Reassignment: Team members previously working on the Vision Pro have been reassigned to other projects, including the Siri team. Mike Rockwell, the former leader of the Vision Pro group, has led the Siri team since March 2025.

  • Cancelled Products: Plans for a second-generation Vision Pro and a lighter, lower-cost "Vision Air" have been cancelled. The Vision Air was reportedly shelved in 2024. A separate project for display glasses intended to pair with a Mac was discontinued in January 2025.

  • Future Headset Timeline: Bloomberg's Mark Gurman has stated he does not expect a next-edition Vision Pro until 2028 at the earliest. Analyst Ming-Chi Kuo has reported that a major roadmap revision, authorized by incoming CEO John Ternus, has removed all potential successors to the current Vision Pro from Apple's active product roadmap.

"A major roadmap revision ... has removed all potential successors to the current Vision Pro from Apple's active product roadmap." — Analyst Ming-Chi Kuo

Future Product Focus

According to reports from analysts Ming-Chi Kuo and Mark Gurman, Apple is focusing on developing two smart glasses products:

  1. Display-less AI Glasses: A product similar to the Ray-Ban Meta glasses, with artificial intelligence capabilities but no integrated display. This product is expected to ship in 2027.

  2. Display-equipped AR/XR Smart Glasses: A product with augmented reality capabilities powered by optical waveguide technology, which pairs a micro-display with waveguides to overlay virtual images on the real world. The earliest projected launch for this product is 2029.

Kuo noted that technology from the Vision Pro cannot be used in the smart glasses due to power constraints.

Market Context

The Vision Pro, priced at $3,499, entered a mixed-reality market where Meta holds over 80% of the market share with its Quest series. Competitors, including Samsung, have introduced new mixed-reality devices.

Grand View Research projects the overall market for such devices to grow at nearly 30% annually until 2030, driven by entertainment, gaming, and workplace applications.

Apple is also reportedly developing an AI pendant and camera-equipped AirPods, which are in prototype testing.

John Ternus is set to become Apple CEO on September 1, 2026. Current CEO Tim Cook will remain as Executive Chairman.

"The overall market for such devices [is projected] to grow at nearly 30% annually until 2030." — Grand View Research