Apple Vision Pro's Final Demise Imminent for Apple's VR/AR Headset - Players For Life | Gaming News, Reviews & Creative Media Hub

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The Apple Vision Pro has struggled to meet sales expectations, with estimates suggesting a 14% dip in sales for all AR/VR headsets in the first half of 2025 and only 45,000 units sold in Q4 2025.
Apples Chinese manufacturer, Luxshare, halted production of the Vision Pro in 2025, and the company reportedly slashed its marketing budget by 95% last year.
The Vision Pro faces stiff competition from more affordable alternatives such as Metas Quest 3S VR headset (priced at $250) and Metas Quest headsets (priced at $419), which have captured 80% of the market.
Despite these challenges, Apple is planning to release a cheaper, lighter version of its smart glasses later this year to compete with Metas AI-packed Ray-Bans and Googles forthcoming Android XR glasses. However, the Vision Pro platform still lacks a must-have killer app and has yet to achieve its initial ambition of becoming a major new platform.

Struggling Sales of Apple Vision Pro Amidst Competition from Affordable Rivals

Recent data indicates that the Apple Vision Pro has not met sales expectations, leading to adjustments in Apple’s strategy. IDC estimates suggest that the high-tech headset has struggled to gain widespread consumer adoption. Several indicators point to this slowdown. Apple reportedly slashed the Vision Pro’s marketing budget by as much as 95% last year, and Luxshare, the Chinese manufacturer, halted production in 2025. Counterpoint analysts reported a 14% dip in sales for all AR/VR headsets in the first half of 2025. In Q4 2025, Apple is estimated to have sold only 45,000 Vision Pro units. The Vision Pro faces competition from more affordable alternatives. Meta recently lowered the price of its Quest 3S VR headset to $250. While the new Galaxy XR headset is priced at $1,800, Meta’s less advanced but more affordable Quest headsets, priced at $419, have captured 80% of the market. Meta confirmed last month that it is shifting investments from the metaverse toward AI glasses and other wearables.

Struggling Apple Vision Pro Faces Competition Amidst Economic, Technological, and Application Challenges

The Vision Pro platform also lacks a “must-have” killer app. Subsequent software and hardware iterations have failed to reignite interest in the Vision Pro. Sources within Apple suggest remaining 2025 stocks are expected to suffice for 2026 sales, suggesting Apple acknowledges the product’s underperformance. Apple has yet to publicly comment on sales figures in light of these reports. Despite these challenges, Apple is planning to release a cheaper, lighter version of its smart glasses later this year, potentially to compete with Meta’s AI-packed Ray-Bans and Google’s forthcoming Android XR glasses. Unveiled in June 2023 with a $3,499 price tag (excluding taxes), Apple positioned the Vision Pro as a revolutionary device intended for the mass market, despite its high price. While it has found a niche among professionals in fields like training, healthcare, and industrial design, it has not achieved its initial ambition of becoming a major new platform. Competition is increasing, with Meta’s Quest headsets dominating the market and new entrants like Samsung and Google establishing themselves in more accessible segments. The situation indicates a recalibration of Apple’s approach to the AR/VR market as it faces economic, technological, and application-related challenges in realizing its vision for spatial computing.

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