Poor sales have reportedly forced Apple to cut production of the Vision Pro headset that it had hoped would herald a new era in “spatial computing”.
The tech company also reduced marketing for Vision Pro by more than 95% last year, according to the market intelligence group Sensor Tower in figures first reported by the Financial Times.
Apple continues to sell iPhones, iPads and laptops in the millions each quarter, but analysts say sales of Vision Pro headsets, which cost at least £3,199 ($3,499) each, have been sluggish.
Apple has not released sales figures for the device, but the market research group International Data Corporation (IDC) estimates it will have sold only 45,000 in the last quarter of last year.
It was weird that they thought they could sell enough of these at this price point for it to make sense to release it as an actual product instead of a dev kit at all. I don’t think anyone besides them and Apple fanboys looked at this and felt it made any sense from a business standpoint. Not even people who are very much committed to VR being the future.