Apple’s Vision Pro headset is underperforming, leading the company to reduce production and marketing efforts. Launched in early 2024, the headset has not met demand expectations, with IDC projecting only 45,000 units to be shipped in the last quarter of 2025. Priced at $3,499, this low sales figure indicates minimal revenue impact for Apple, which derives most of its earnings from its flagship product, the iPhone.
In fiscal 2025, Apple generated $201 billion from iPhone sales alone, accounting for over half of its total revenue. Meanwhile, the Vision Pro is part of Apple’s ongoing struggle to find the next big product as an alternative to the iPhone. Despite the ambitious vision of spatial computing, Apple’s reliance on its established product line raises questions about its ability to innovate effectively in the future.
