Apple has significantly reduced production of its Vision Pro mixed reality headset and may discontinue the current version by the end of the year. This decision, driven by insights from multiple component builders, indicates that Apple has ample inventory to satisfy demand soon. Earlier this year, Apple shifted its focus towards developing a more affordable model, which is expected to launch by late 2025 and could replace the existing $3,500 headset.
Why? Developer enthusiasm for the device appears lacking; according to Appfigures, only two apps specifically designed for the device were launched in September, a significant drop from 252 in February. Overall, there are around 1,770 apps available for the Vision Pro in Apple’s App Store, while Cook claimed there were “more than 2,500” native apps during a recent earnings call. The device has not gained traction in popular culture. Despite Apple’s efforts to develop its own content, such as the immersive short film “Submerged,” skepticism remains about whether these offerings are sufficient to drive sales. The ongoing challenge for Apple is breaking this cycle where consumers want great apps, but developers are hesitant to create them for a device that hasn’t gained widespread popularity.
Why do we care?
Half a million units sold was a modest goal to declare victory for the device, and it seems Apple won’t hit it. It is becoming increasingly clear that this is not the form factor for spatial computing, which likely looks much more like Meta’s Ray-Ban glasses than Apple’s Vision Pro. This trend is significantly further out than the predictions indicated. It’s a technology dead end, looking for a solution. When the form factor is different, perhaps face computers will be a thing.