Apple Vision Pro—a product that promised to redefine augmented reality—has reportedly been discontinued from production. Despite its groundbreaking features, internal reports reveal that less than 500,000 units were shipped in 2024, marking it as one of Apple’s less successful ventures. Let’s explore the reasons behind its discontinuation and what’s next for Apple’s AR ambitions.
Why Apple Vision Pro Fell Short
The Apple Vision Pro debuted in early 2024 with a hefty $3,499 price tag, making it inaccessible to many consumers. While it won the ‘Gadget of the Year’ award for its unparalleled visual quality, poor sales numbers told a different story. Many buyers returned the device after its novelty faded, citing limited use cases and a lack of a robust app ecosystem.
Apple CEO Tim Cook defended the product, stating it was designed for early adopters and tech enthusiasts. However, even this niche audience was not enough to sustain production. Apple eventually instructed suppliers to halt further manufacturing, ending the Vision Pro’s short-lived journey.
Challenges in the Mixed-Reality Market
Aside from its steep price, the Apple Vision Pro faced significant challenges:
- Limited Use Cases: The lack of practical applications made it difficult for users to integrate the headset into daily life.
- App Ecosystem: A sparse app library hindered its appeal to developers and consumers alike.
- Physical Comfort: Issues like head strain discouraged extended use, despite Apple’s collaboration with ResMed to develop a $120 strap.
Future of Apple’s AR Vision
While the Vision Pro may have been discontinued, Apple’s journey in augmented reality is far from over. Reports suggest a high-end successor powered by the M5 chipset could launch by 2026. However, a low-cost version of the headset has been delayed until at least 2027, signalling Apple’s focus on premium models for now.
What’s Next in 2025?
Apple is likely to shift its strategy towards improving software features and addressing user feedback. Future updates could introduce ultrawide virtual displays and productivity enhancements, potentially making the next iteration more appealing to a broader audience.
Final Thoughts
The Apple Vision Pro’s discontinuation highlights the challenges of breaking into the mixed-reality market. With lessons learned, Apple is poised to refine its AR offerings. As 2025 approaches, we’ll see how Apple leverages its innovation to reenter the AR space stronger than before.
