Apple Axes Vision Pro: Betting Big on Mainstream Future

A recent report indicates that Apple may soon cease production of the latest iteration of its Vision Pro headset. This mixed reality headset was reportedly used as a testing ground by the Cupertino-based company, which is now shifting its focus toward the future of computing.

The days of the Apple Vision Pro could be numbered. If this sounds familiar, it’s because reports from January 2025 suggested that Apple had halted the production of its first mixed reality headset, which was launched in February 2024. The reasons? A steep price tag of €3,999 made the Apple Vision Pro unaffordable for many, coupled with limited use cases.

However, Apple had not completely ruled out resuming production. In fact, in October of the previous year, Apple announced a new version of the Apple Vision Pro. Priced at €3,699, this updated model features an M5 chip, a comfortable dual-strap headband, and new capabilities such as live streaming of sporting events through Apple Immersive. But it appears these improvements were not enough, and the company is now concentrating on what comes next.

The Apple Vision Pro’s Final Chapter: The Dawn of a New Computing Revolution?

A fresh report shared on the Chinese social network Weibo suggests that “Apple has almost halted production of the Vision Pro.” If this claim is accurate, does it mean that Apple has gathered all the necessary data to formulate its strategy for the mass-market extended reality?

During our review, we described the Vision Pro as a “window into the future of computing“: what does that future hold? It appears that tech giants like Samsung, Google, and Meta are now betting on augmented reality (AR) glasses.

While Meta’s parent company plans to release its AR glasses in 2027, it has already launched connected eyewear with a display: these Ray-Ban Display glasses do not yet offer full augmented reality but seem to be enjoying some success. Indeed, their global launch has been delayed due to overwhelming demand in the United States, resulting in insufficient stock for other markets, including Europe.

According to our colleagues at PhoneArena, Apple is now in a race against time: CEO Tim Cook is reportedly determined to outpace Mark Zuckerberg in the consumer AR products market. This marks a departure from Apple’s usual strategy of turning established technologies into commercial successes.