The launch of Apple's mixed reality headset isn't going as planned. Far from becoming the company's new flagship product, the Vision Pro is going through a delicate momentwith modest sales, production cuts and a decreasing presence in international marketing campaigns.
Reports from firms such as IDC, Counterpoint Research, and Sensor Tower paint a fairly consistent picture: The device sells very little by Apple standards.The virtual and mixed reality market is cooling down, and in the meantime, the company is redirecting resources towards other fronts such as artificial intelligence and a possible more affordable model of its headset.
A launch that's not taking off
Apple has never released official sales figures for the headset, but specialized consulting firms provide fairly consistent estimates. According to data from IDC, In 2024, approximately 390.000 Vision Pro units would have been shipped.a modest figure when compared to the millions of iPhones, iPads or Macs that the company puts on the market each quarter.
The most striking thing comes with the forecasts for the final stretch of 2025. For the fourth quarter, which coincides with the Christmas season and the availability of the model with the M5 chip, IDC calculates only about 45.000 additional unitsFor a company accustomed to turning almost everything it launches into a global bestseller, this volume is almost anecdotal.
The situation has led Apple to adjust its pace. Industry sources indicate that the Chinese manufacturer Luxshare, a key partner in the supply chain, It would have halted or dismantled production lines of the visor by early 2025At the same time, the company has not significantly expanded the number of countries where the device is officially sold, which remains limited to a small group of markets, with hardly any presence in Spain or much of Europe.
This combination of low shipments, contained production, and limited distribution reinforces the idea that Vision Pro has fallen far short of mass adoption that many anticipated when it was presented as the brand's big bet on space computing.
Drastic cuts in marketing and visibility
Another indicator that the headset isn't meeting expectations is a change in the tone of communication. Data from Sensor Tower suggests that Apple has reportedly cut more than 95% of its investment in digital advertising for Vision Pro. in key markets such as the United States and the United Kingdom during the past year.
Where advertisements, demonstrations, and aspirational campaigns once abounded, the product's presence is now much more discreet. This retreat contrasts with the strategy historically employed with other Apple launches, such as the iPhone or the Apple Watch, which relied on a powerful global marketing machine to accelerate its adoption.
In Europe the situation is even more dire. With the viewer available in only a handful of countries and virtually no visible campaigns in mainstream mediaThe product has been relegated to a niche of very specific enthusiasts and professionals. For the average Spanish user, Vision Pro remains more of a distant concept than a real device they can see and try in a store.
This advertising hiatus doesn't necessarily mean Apple is abandoning the project, but it does reflect that The company is reassessing how to position the helmet and to what extent does it make sense to keep pushing a product that, for now, generates little return?
Exorbitant price, few apps, and awkward to use
The causes of the viewer's weak commercial performance point to several fronts. Analysts consulted by media outlets such as Financial Times o The Guardian agree that price, form factor, and lack of truly native applications These are the three major obstacles preventing the Vision Pro from becoming a mass-market product.
First, the cost. With a starting price of around $3.499 and configurations approaching $5.000The device is priced well above what most consumers are willing to pay, both in the United States and, hypothetically, in European markets where taxes and possible surcharges would have to be added.
In addition to this price, there are practical considerations. Users and initial reviews have indicated that, despite the image quality and the technology incorporated, The visor feels heavy and uncomfortable during long sessions.The headband's original design, weight distribution, and limited battery life have led many buyers to reduce their use after the initial enthusiasm.
The third major obstacle is the software ecosystem. Although Apple claims to have several thousand applications ready for visionOS, analysts point out that There's a lack of truly differentiating native apps.Especially when compared to the App Store's rollout in the early years of the iPhone. Without a solid catalog of games, creative tools, and exclusive experiences, it's hard to justify the expense compared to cheaper alternatives.
Even the integration with Apple's own services, such as Siri, still feels underdeveloped. Voice interaction does not reach the level of fluency What one would expect from such an expensive product so closely linked to the idea of ​​the digital future, which adds another layer of frustration to those who expected a perfectly polished experience from day one.
A declining virtual reality market
The Vision Pro's stumble didn't happen in a vacuum. Industry figures suggest that The global market for virtual and mixed reality headsets is going through a contraction phaseAccording to Counterpoint Research, shipments of these types of devices fell by about 14% in the last year.
Not even Meta, who dominates near the 80% of sales are with its Quest headset familyIt has escaped the slowdown. Although its headsets are considerably cheaper than Apple's and offer more than enough experience for gaming and entertainment, they have also faced marketing cuts and slower adoption than projected a decade ago, when virtual reality seemed destined to revolutionize everything.
In this context, the Vision Pro arrives in a market that He had already been showing symptoms of fatigue, with a somewhat skeptical general public and developers cautious about investing large resources in experiences that, for now, reach a limited user base.
The situation is somewhat reminiscent of other attempts at emerging categories that, after a strong peak in expectations, were met with the reality of less widespread everyday use than the presentations predictedFor Apple, which usually enters a segment when it perceives sufficient maturity to scale it, this cooling adds complexity to its bet on spatial computing.
Hardware and M5 model updates: improvements with no effect on sales
In the fall of 2025, Apple introduced a revised version of the headset with a new M5 chip and improvements in autonomy and ergonomics.
The updated model incorporated a more powerful processor, capable of handling the most demanding mixed reality tasks with greater ease, and a redesign of the fastening band to better distribute weight and reduce discomfort during extended sessions. Improvements in energy efficiency were also promised, with the aim of extending usage time without relying so heavily on the cable.
Companies that have tested this model in professional environments, such as simulations, pilot training, or medical proceduresThey point out that the technological leap facilitates smoother and more precise experiences. In these very specific scenarios, where the return on investment is easier to justify, the product demonstrates its potential.
However, the available reports agree that These improvements have not translated into a clear increase in salesEstimates for the 2025 holiday quarter, with only 45.000 units projected, show that neither the hardware overhaul nor the fine-tuning of the design have been enough to change the trend.
Specialized media outlets suggest that, while Apple refines the product, the Vision Pro continues to fit more as an almost experimental device for a limited audience as a gadget for everyday use by the average consumer, especially in a European environment where the final price would be even higher.
Professional use and limitations in the company
Despite its limited appeal to the general public, Apple's headset has found a niche. a certain fit in business and professional nichesSectors such as advanced training, medicine, engineering, and 3D design have begun experimenting with the device for training tasks, prototype visualization, and planning of complex procedures.
In these types of uses, the cost may be more justified if The gains in efficiency or accuracy are measurableReports compiled by analysis firms include cases of companies that have managed to reduce training times or improve the understanding of three-dimensional structures thanks to the immersion offered by mixed reality.
Apple, aware that the general user is not responding as expected, has reinforced its presence in demonstrations to companies, collaborations with specialized developers and presentations geared towards this more professional environment. It's a way to keep the project alive while deciding what direction to take with the next generations.
Even so, the corporate segment still represents a very small fraction of the total potential that Apple dreamed of for Vision Pro. And although there are large industrial and healthcare groups in Europe interested in mixed reality, the limited distribution of the headset, coupled with its high price per unit, makes it difficult for it to become a de facto standard in the short term.
Plan B: a cheaper model and a shift towards artificial intelligence
With the first attempt at a premium headset selling far below expectations, everything points to Cupertino already working on something new. a second chance strategyVarious industry sources assume that Apple is preparing a more affordable version of their helmet, with cut-down specifications and cheaper components, geared towards the consumer market.
The goal would be to put into circulation a lighter, more comfortable product, and above all, one with a much more competitive price compared to rivals like Meta QuestThis hypothetical new version, planned for 2026 according to some leaks, would serve to expand the user base and make the development of applications and games more attractive, especially in regions like Europe where purchasing power is very diverse.
Meanwhile, investors are increasingly looking towards role of the Apple Intelligence within the Apple ecosystemOne of the company's major bets involves a profound overhaul of Siri and the integration of generative AI capabilities into its devices, with a timeline that points to 2026 for significant changes.
This combination of a potentially more accessible viewer and a more advanced artificial intelligence layer It could redefine the meaning of spatial devicesInstead of simply being an expensive screen on the face, the helmet could become a tool more integrated with digital daily life, something that is still far from happening today.
Meanwhile, within Apple itself there seems to be some internal debate about how Vision Pro fits into its overall product catalog. Tim Cook has publicly defended the product as a pioneering bet for those who want to access the technology of tomorrow today, but the company is also aware that it cannot indefinitely keep in its catalog a device with so little commercial appeal.
With all these pieces on the table, the picture that emerges is that of a Vision Pro that, at least in its first incarnation, It falls far short of the expectations it generated.Modest sales, a limited presence in Europe, little public interest, and a shrinking virtual reality market. Apple, however, still has room to turn things around with a cheaper, more comfortable model better supported by artificial intelligence, provided it manages to convince both developers and users that, this time, it's worth putting on the headset.
