Apple Vision Pro Sales Below 500K, Usage Drops Among Buyers

The Apple Vision Pro is a technological marvel — but its success has not yet reached the heights many expected. Although the device offers more advanced features than rival products, all this has contributed to disappointing sales, prompting Apple to warn suppliers that production will stop after 2024. The $3,499 headset has sold fewer than half a million units, according to recent reports — a fraction of the sales Apple predicted. Internal data indicates that many current owners are not using the product as frequently as the company had hoped so, suggesting that the appetite for such a device is still maturing.

Apple Vision Pro Struggles with Sales and Usage: Less Than 500,000 Units Sold Since Launch

Tim Cook says the Vision Pro is not a mass-market device — it is for those who want to experience the future today. But as much as the Vision Pro comes with state-of-the-art hardware, its steep price tag may have turned many people off. How many consumers can afford a product costing a high-end laptop or even a car? Perhaps most importantly, and perhaps more damaging, many of the customers who initially purchased the headset have now returned it.

In his most recent “Power On” newsletter, Mark Gurman reports that Apple’s internal data indicates a sizeable number of Vision Pro customers aren’t using the headset as often as the company had anticipated. The problem isn’t unique to Apple — other companies like Meta have also struggled to get customers to keep using their headsets. The absence of common use only highlights a growing pain the industry has on its hand: to build a device that seeps into everyday life the way smartphones do.

This spending pattern may help clarify Apple’s decision to delay the release of a low-cost version of the Vision Pro until after 2027. Although the price alone is high, analyst Ming-Chi Kuo points out that the absence of a compelling use case has turned off customers, too. Apple must also make significant progress in building out the app ecosystem, as well as improving software focused on productivity and media consumption, for the Vision Pro to be a hit. Should these aspects be resolved, Vision Pro could see some major success moving forward.

FAQs