Apple Vision Pro sales slump: some stores sell just one unit per month, CEO skeptical
Apple’s Vision Pro mixed-reality headset is experiencing severe sales shortfalls, with some global retail stores selling as few as one unit per month, according to Bloomberg’s Mark Gurman. CEO John Ternus reportedly viewed the device internally as a “stepping stone” for spatial computing rather than a long-term product line. The Vision Pro team faces funding pressure and is developing a successor, while Apple has laid off about 200 employees across Vision Pro, Siri, and AI teams. The company is also exploring smart glasses.
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Apple's Next Vision Pro Headset Reportedly on 'Life Support' as Multiple Concepts Considered
A Google News roundup of multiple reports indicates that Apple's next-generation Vision Pro headset is facing significant challenges. Gizmodo reports the device is on 'life support,' while AppleInsider notes the project's development graveyard exemplifies Apple's '1,000 no's to every yes' philosophy. MacRumors reports Apple is considering four different concepts for a new headset. A separate report from newsukraine.rbc.ua claims Apple's smart glasses will have no screen and provides a timeline for their release. PhoneArena adds commentary that the situation for the Vision Pro is worse than previously thought. The reports collectively suggest uncertainty and potential delays or pivots in Apple's mixed-reality strategy.
Apple Vision Pro Struggles: Some Stores Sell Just One Unit Monthly, Bloomberg Reports
According to a report from Bloomberg's Mark Gurman, cited by Chinese media outlet 驱动中国 (Driven China) on September 28, Apple's mixed reality headset, the Vision Pro, is experiencing significantly lower-than-expected sales. Retail store employees report that some global outlets sell as few as one unit per month, a stark contrast to the iPhone's average monthly sales of approximately 20.6 million units. Gurman also reveals that Apple CEO John Ternus was skeptical about the Vision Pro before its 2024 launch and reportedly views it as a 'stepping stone' for exploring spatial computing rather than a long-term independent product line. Internally, the Vision Pro team faces pressure to secure continued funding and is discussing how to develop a more compelling next-generation product. While some within Apple remain optimistic about the product category with better positioning, the company is also reportedly advancing research into smart glasses. The future of the Vision Pro line remains uncertain, with no official information on a lower-priced, mass-market version.
Read sourceApple Vision Pro Sales Slump: Some Stores Sell Only One Unit Per Month
According to a report by journalist Mark Gurman, Apple's Vision Pro mixed-reality headset is experiencing poor sales, with some global retail stores selling as few as one unit per month. This contrasts sharply with iPhone sales of approximately 20.6 million units monthly. The article notes that Apple CEO John Ternus expressed skepticism about the product before its 2024 launch and reportedly views it internally as a stepping stone for spatial computing rather than a long-term product line. The Vision Pro team is under pressure to secure future funding and develop a more compelling next-generation device. Apple has also conducted internal restructuring, laying off about 200 employees across the Vision Pro, Siri, and AI software teams, including closing the native game development team and reducing immersive video content production. Despite a small but stable user base, the product's future is uncertain, with some users still awaiting local market launches. Apple is also exploring smart glasses and other form factors.
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Apple Vision Pro Struggles: Some Stores Sell One a Month, CEO Skeptical
According to a report by Bloomberg's Mark Gurman, Apple's Vision Pro mixed-reality headset is underperforming in the market, with some retail stores globally selling as few as one unit per month, a figure employees consider 'lucky.' This contrasts sharply with the iPhone, which sells about 8 units per second globally. The article also reveals that Apple CEO John Ternus was skeptical about the Vision Pro before its 2024 launch and reportedly views it internally as a 'stepping stone' for spatial computing rather than a long-term product line. Despite this, the Vision Pro team is reportedly under pressure to secure continued funding and is developing a more compelling next-generation product. Some within Apple still believe the product category has potential with better positioning. The article notes that if Apple were to discontinue the Vision Pro line to focus on smart glasses, its small but stable user base could be affected. Apple is also reportedly exploring smart glasses and other device designs, though no official information has been released on a lower-cost, mass-market Vision Pro model.
Read sourceApple reportedly working on new Vision Pro with multiple form factors under consideration
Multiple reports indicate Apple is actively developing a successor to the Vision Pro headset, with various form factors being explored. According to Bloomberg's Mark Gurman, Apple is testing new Vision headset designs amid uncertain launch plans. Reports suggest the company is working on a lighter version of the Vision Pro, while also experimenting with different design ideas. The development comes as the original Vision Pro's market reception has been mixed, with some sources describing Apple's XR headset plans as being on life support. AppleInsider notes that the Vision Pro's development process exemplifies Apple's approach of '1,000 no's to every yes,' suggesting many design iterations were rejected before reaching the current product. The reports collectively indicate that while Apple continues to invest in its spatial computing platform, the company is reassessing its approach to form factor and weight to address consumer adoption challenges.
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