Wait, didn't we just get used to seeing people wearing ski goggles at Starbucks? Apparently, the "spatial computing" revolution is hit a massive speed bump. This week, reports started circulating that Apple has significantly pulled back on Vision Pro production. Honestly, it’s a bit of a shocker given how much hype Tim Cook poured into this thing.
The numbers are kinda grim. Analyst firm IDC estimate that Apple shipped only about 45,000 units in the final quarter of 2025. When you compare that to the millions of iPhones that fly off the shelves, it’s clear the Vision Pro is struggling to find its footing. It's not just a sales slump; it's a full-on strategic pivot.
The $3,500 Reality Check
Most people think Apple is just giving up on the headset because it's too expensive. That’s only half the story. The real issue is that the Vision Pro 2—or whatever the next iteration ends up being—is currently stuck in a sort of developmental limbo.
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While the "M5 refresh" dropped late last year with a beefier chip, it didn't solve the core problems. It’s still heavy. It still has an external battery that feels like a tether. And let’s be real: there still isn't a "killer app" that makes you want to strap a computer to your face for eight hours a day.
What’s actually happening in the supply chain?
According to reports from The Financial Times and The Information, Apple’s primary assembler, Luxshare, has reportedly been told to scale back. This isn't just a seasonal adjustment. We’re seeing a 95% drop in digital advertising spend for the headset. Apple is basically ghosting its own product.
This doesn't mean the dream is dead. It just means the dream is changing shape. The rumors coming out of Cupertino this week suggest that Apple is shifting its "visionary" resources toward something way more practical: lightweight AR glasses.
Why Vision Pro 2 Might Not Look Like a Headset At All
There’s a massive misconception that the Vision Pro 2 will just be a slightly thinner version of the current model. If you’ve been following the patent filings and supply chain leaks, the "Vision Air" or "Apple Glasses" are the real end game.
- Weight is the enemy. Even with the new "comfort" headstraps, people are complaining about neck strain. You can't fix physics with a softer piece of fabric.
- The "Isolation" factor. EyeSight (that weird digital version of your eyes on the front) was supposed to make the headset feel less antisocial. It didn't. It just looked uncanny.
- The Chip Dilemma. The M5 chip is a beast, but it generates heat. In a smaller frame, that's a recipe for a very warm forehead.
Apple is likely looking at what Meta is doing with the Ray-Ban smart glasses. Those things are selling like crazy because they just look like... glasses. They don't try to replace your reality; they just add a little layer of AI on top of it.
The Competition is Louder Than Ever
While Apple scales back, others are sprinting. Samsung’s Galaxy XR is rumored to be right around the corner, leveraging Android XR and Google’s Gemini AI. Then you have Pico and Xreal, who are eating up the "wearable monitor" market at a third of Apple's price.
What Most People Get Wrong About the "Failure"
Is the Vision Pro a flop? If you look at the balance sheet, maybe. But if you look at it as an R&D project that Apple let us buy, it’s a different story.
Basically, the Vision Pro was a developer kit sold as a consumer product. Apple needed a million people to test the eye-tracking and hand-gestures so they could perfect the software for the real product coming in 2027 or 2028.
The production halt we’re seeing this week is a sign that Apple has enough data. They know what works (the displays) and what doesn't (everything else). They're not killing the project; they're hibernating it while they figure out how to shrink the tech.
Actionable Insights for Current and Future Buyers
If you’re sitting on $3,500 and wondering whether to pull the trigger on a Vision Pro now or wait for the Vision Pro 2, here’s the move:
- Don't buy for "future-proofing." The current hardware is already being sidelined in favor of new form factors. If you buy it now, do it because you want a 100-inch virtual movie theater today, not because you expect it to be your main computer in three years.
- Watch the "Vision Air" rumors. There’s a high probability we see a "Lite" version that offloads the processing to your iPhone. This would make it lighter, cheaper, and way more usable.
- Focus on the ecosystem. The best thing about the Vision Pro isn't the hardware; it's how it plays with your Mac. If you aren't already deep in the Apple ecosystem, the friction of using this device is going to be even higher.
- Check out the alternatives. If you just want a big screen for travel, look at the Viture Luma Pro or Xreal Air 2 Ultra. They’re $600-ish and do 80% of what most people actually use the Vision Pro for.
The "spatial computing" era isn't over, but the era of the bulky, $3,500 face-computer is definitely cooling off. Apple is playing the long game here, even if it means taking a public "L" on sales numbers this week. They're pivoting from a "Pro" device for the few to a "Glass" device for the many.
Stay tuned for WWDC 2026. If these production cuts are as deep as they look, Apple is going to have to show us a new vision—and fast.