It looks like the end is coming for the Apple Vision Pro Im not even surprised

Date:
Mon, 05 Jan 2026 17:51:16 +0000

Description:
Apple is reportedly dialling back on Vision Pro production and marketing.

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Apples dream of a future where were all swiping and swooping through virtual and augmented reality versions of macOS and iOS might be at an end. Thats because poor sales have reportedly forced Apple to cut production and reduce the marketing budget for the Apple Vision Pro by 95%, according to market intelligence group Sensor Tower, as reported in the Financial Times .

I doubt this will come as a huge surprise to many whove been following the technology world over the past year or so, as the Vision Pro not only
launched at a hefty $3,499 in the US, but was also limited to Apple
platforms. This classic walled-garden approach is nothing new for Apple, as
it has worked wonders for the tech giant in the past; yet this time it looks like it hasnt paid off.

In response to this news, Editor-at-Large Lance Ulanoff noted, I actually thought they cut back production last year, but maybe they imagined the M5 upgrade would make a big difference. (Narrator: It did not.).

And I was in a similar thought boat to Ulanoff, as I also felt there had not been much chatter around the Vision Pro or visionOS last year, and I cant really recall seeing anyone actually use the mixed reality headset.

In many ways, its a pity, as youll see in our Apple Vision Pro review , the technology in the headset is rather impressive. Equally, it did give the impression of a first-generation device aimed more at developers than a
gadget for consumers, and thus a headset destined for a second generation, likely stripped back of some of the most advanced tech but given a more palatable price. This didnt happen.

Thats not to say Apples work in augmented and mixed reality is over, as the Cupertino company currently has a few Vision Pro-centric jobs posted. But these appear to be more software-based, and Id bet that whatevers next for Apples AR wont involve a three-grand headset. Still a niche

Sadly, I think virtual reality is still a somewhat niche proposition, with augmented reality being more of a feature people might use in phone apps think Pokmon Go than with headsets. And cost is clearly a big factor, with our selection of the best VR headsets mostly looking at more affordable systems; the Meta Quest 3 being the standout.

And another sad point is, Ive seen this before with the PlayStation VR 2 . A fantastic virtual reality headset stuffed with smart tech and a couple of
very impressive games, yet it failed to galvanize the vast amount of PS5 owners, with one of the core reasons surely down to its launch price being
the same as an actual launch PS5.

I want nothing more than to see VR, AR, and mixed reality really become something special and widespread. But until price, accessibility, and
software experiences can be refined and opened beyond the Meta Quest, I dont think that future will crest the horizon.

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Link to news story: https://www.techradar.com/computing/virtual-reality-augmented-reality/it-looks -like-the-end-is-coming-for-the-apple-vision-pro-im-not-even-surprised


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