Apple Vision Pro Sales Stall After Launch, Internal Doubts Emerge

The Apple Vision Pro's initial hype has faded rapidly following its launch, with sales significantly lower than anticipated due to its $3,499 price tag. While Apple initially projected selling nearly a million units annually, the reality is proving far more challenging.

Stagnant Sales Figures

According to Apple insider Mark Gurman's newsletter, Power On, retail employees report that stores worldwide are fortunate to sell just one Vision Pro unit per month. This starkly contrasts with the iPhone's impressive sales figures, where approximately eight units are sold every second, totaling 20.6 million monthly.

This dismal sales rate highlights a significant disconnect between Apple's ambitions and consumer demand for the premium mixed reality (MR) headset.

Internal Concerns and Potential Sunset

Beyond the disappointing sales, there's growing concern within Apple regarding the Vision Pro's long-term viability. The Vision Pro team is reportedly struggling to secure funding and brainstorming ideas for a more appealing successor. Even Apple CEO John Ternus is said to view the Vision Pro as a stepping stone rather than a core, long-term product.

Some within the company are questioning the future of the Vision Pro, leaving the possibility of its eventual discontinuation on the table.