I have not talked about break even. That is a platform invest, you can get to a break even over many generations, not over gen 1 with a $3500+ device.
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Apple Has Given Up on the Vision Pro After M5 Refresh Flop
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Raises hand. Hi, I want a Vision Pro, but it's too expensive
Ok, technically I could afford one, but I can't justify the cost. But for $1000, I would buy one with no hesitation even if I was not allowed to resell it.
To justify spending $3500, I'd need a more capable device: A desktop OS instead of a mobile OS. I'd want it to be as good for gaming as the latest Quest, with a comparable library.
And... I currently have a Windows PC for gaming, and another Windows PC for work. I couldn't easily replace the tasks I do on either of them with a Mac, so even a Vision Pro with MacOS would be a third computer, instead of being able to replace one or both of my current PCs.
I really like the idea of "spacial computing". If I could use it to enhance my current workflows instead of using it as a 3rd computer, I'd be much more enticed. Oh, and the Vision Pro is too heavy.
Reason077
macrumors 601
Exactly. The tech just needs to catch up with Apple's ambitions. A $1000 headset with the Vision Pro's capabilities in a lighter and more practical package would be a huge hit.
Marty80
macrumors 6502a
Technologically it's cutting edge, albeit cumbersome.
But imho that's not what has killed it.
They'll never admit to it, but Apple justify their markups via their branding, their products are fashionable, and apple deliberately position themselves closer to verblen goods than consumer electronics, e.g. their strategic placement of their shops along high street next to tiffany's and louis vuitton. And for the large part they've succeeded.
People may disagree, but the uncomfortable truth is people are vain and buy into the "i have an iphone so i'm better than you android peasants" mindset, and a large chunk of apple's sales are driven exactly because of that.
The AVP is different. It's not an item you bring outside with you to show off among your friend/colleagues etc. It stays at home. Unless you're some influencer posting videos of yourself using it on social media; no one will even know you have one. Suddenly you're just paying for a piece of tech without the associated smugness. Worse yet, among some circles it's seen as unfashionable; which goes exactly against drives a lot of people to buy apple products in the first place.
Reason077
macrumors 601
Nobody doubts there's $3500 worth of tech in there. The problem is the value proposition - are there enough people who want to spend $3500 on a device that is primarily recreational in nature? Do you spend $3500 for one person to watch IMAX-scale movies (in amazing quality, admittedly), or do you just spend $3500 on a huge OLED TV that the whole family can use?
But in a few years, hopefully the tech progresses and Apple can build an even better device for $1000. At that price level, suddenly you have a viable product.
Abazigal
Contributor
Assuming that Apple is, in fact, axing it.
I am still taking this news with a giant lump of salt.
BornAgainMac
macrumors 604
I’ve done the test drive a few times in Apple stores and been super impressed. The price tag though, and the fact that you can’t really share the experience with another person have been the main detractors for me. Even the prospect of watching live sports is a tough one because you’re not watching with a friend.
Apple has all but given up on the Vision Pro after the M5 model failed to revitalize interest in the device, MacRumors has learned. Apple updated the Vision Pro with a faster M5 chip and a more comfortable band in October 2025, but there were no other hardware changes, and consumers still weren't interested.
The Vision Pro has been criticized for its high price tag and its uncomfortable weight. The device is over 1.3 pounds, and even with the more comfortable Dual Knit Band that Apple added to redistribute weight, it continues to be hard to wear for long periods of time. The M5 chip added a 120Hz refresh rate, 10 percent more rendered pixels, and around 30 additional minutes of battery life, but the price tag stayed at $3,499, and it ended up not selling well.
The Vision Pro has been unpopular since it first launched, and Apple only sold around 600,000 units in total. Insider sources told MacRumors that Apple has received an unusually high percentage of returns, far exceeding any other modern Apple product.
Apple has apparently stopped work on the Vision Pro and the Vision Pro team has been redistributed to other teams within Apple. Some former Vision Pro team members are working on Siri, which is not a surprise as Vision Pro chief Mike Rockwell has been leading the Siri team since March 2025.
There have been mixed rumors about a new Vision Pro over the last couple of years, with Apple rumored to be working on a lighter-weight Vision Air that's much cheaper, but the project was stopped last year. If Apple finds a way to create a much cheaper, more comfortable VR headset in the future, the Vision Pro line could be revived, but right now, the company has no plans to launch a new model. Apple has not discontinued the Vision Pro and is continuing to sell the M5 model.
Instead of continuing to experiment with virtual reality, Apple is working on smart glasses that will eventually incorporate augmented reality capabilities, but the first version will be similar to the Ray-Ban Meta smart glasses with AI and no integrated display.
Apple has not been able to use the technology developed for the Vision Pro in its smart glasses because that tech draws too much power for a smaller, lighter device.
Article Link: Apple Has Given Up on the Vision Pro After M5 Refresh Flop
I did the demo. There was abundant “content” for the AVP’s Extended Display function from the start. I would have accepted the goggles form factor as a travel monitor because the Studio Display does not fit in my backpack. At $999 or less, an Apple Virtual Display would have been an instant buy.
turbineseaplane
macrumors Penryn
staypuftforums
macrumors 6502a
The Mac Mini is refreshed regularly. And the Air has been a phenomenal value since the M1, in my opinion.
Same here. I'll believe it when Apple makes an announcement. At the moment it's an unsourced rumor. MR normally/usually attaches a source to what's rumored/reported here.
staypuftforums
macrumors 6502a
This is false. Despite how it appears, AVP is actually a fairly significant success for enterprise and is still growing. (As an immersive production company, we're getting more inquiries than ever for AVP production.) It's funny that before AVP came out, all these articles said "Apple only plans to sell 500,000 units..." and then when they only sold that, everyone called it a failure. The problem is that Apple doesn't do enterprise level devices usually and so they communicate about AVP the same way they do with consumer-focused products and won't respond to a press like this. (Which is unfortunate.) But, eventually, the hardware will be more approachable in price and when it is, there will be content there waiting that wasn't there when they launched the iPhone, for example.
This is all just based on my observations and those of others in the immersive space.
This is all just based on my observations and those of others in the immersive space.
PCtoMAC1
macrumors 6502
What a foolish comment. You’re blaming the CEO for potentially making a final decision to cut a product? I suppose you know how to run a multi-billion dollar company and are aware that, while the ultimate decision is made by the CEO, said decision is not made without feedback from key stakeholders like R&D, F&A, Sales, etc.
Will you please be the next CEO? The company could really learn from your valuable insight.
I am not sure who is behind this project and why Tim Cook had accepted it and what was the logic behind it but I remember vividly my reaction about the weight, the price the screen on the front and the external battery knowing that I will be strong and pass on this until they fix all of it. I bet John will
It’s a mystery to me how a company like Apple can not comprehend that it must sell a device like this, with which it hopes to start a completely new product category for the company together with its own ecosystem, for well below 2,000 US$. They can raise the price for future product generations once it is a success. Low price = lots of devices sold = lots of developers interested in making software for the device = even more devices sold = success. If the price doesn't cover the production costs, they need to subsidize it... they have to.
Apple_Robert
Contributor
Dark_Omen
macrumors 6502a
I think the issue is that Tim Cook and co are unable to sell the new products they are coming out with.
- A Mac is a Mac, so the M series chips were going to sell naturally.
- Again, a Mac is a Mac, so the Neo was going to sell naturally.
The problem lies within everything else:
Apple Car was never going to sell.
Vision Pro will never sell, at least in the state it's in.
Siri / AI has never been tweaked to be actually useful.
I LOVE my M5 AVP and use it every day. It is not too heavy to wear for prolonged us. It's incredible. I love using it for work to make my screen larger than physically possible. And watching movies, especially 3D movies is amazing. I am so disappointed in Apple for not at least making a cheaper version, no front-facing display, make it "simpler" and that way more would buy it, and more content could be generated. It's was hoping that the Samsung VR headset would spark interest in this type of tech. I hope I can keep using my AVP for years to come and they don't make it obsolete