Apple Vision Pro M5 Sales Slump: Is the Tech Giant Losing Its Edge?

Apple Vision Pro M5’s Launch Impact on Sales

Despite the October release of the Apple Vision Pro M5, Apple’s virtual reality headset has not seen a significant boost in sales. According to a report by the Financial Times, Apple has dramatically cut its advertising budget for the headset by 95%. Data from market analysts at IDC indicate that only 45,000 units were sold throughout the fourth quarter of 2025. Faced with these disappointing figures, Apple did not invest in expanding the device’s availability, limiting its sales to only 13 countries through the online Apple Store.

Price Reduction and Design Updates Fail to Stir Market Interest

The minor price reduction of the headset, which dropped from 3,999€ to 3,699€ for the base model equipped with 256 GB of storage, along with a new headband designed to enhance comfort, have not succeeded in attracting new customers or expanding market reach. Apple has reportedly started working on a new model of the Apple Vision that would be both lighter and significantly cheaper. However, development on this new headset model was paused to shift focus towards an upcoming project involving connected eyewear. These new eyeglasses, rumored to be launched by the end of 2026, will lack a screen and aim to introduce a new product category early.

Despite the setbacks with the current VR headset, Apple does not plan to exit the market. They are expected to launch glasses compatible with visionOS possibly by 2028, which could redefine their position in the wearable technology space.