Bloomberg’s Mark Gurman says Apple’s Vision Pro headset hasn’t sold well for two reasons: its $3,499 price tag and its lack of compelling features.
Gurman’s comments came in his most recent PowerOn newsletter. Gurman also points to the headsets weight, limited number of custom applications, and a cumbersome setup process, although those are lesser contributors to the issues list. On the plus side of the ledger, developers are continuing to develop and release apps, and accessory makers are developing ways to make the device feel lighter on a user’s face. Apple’s upcoming version of the Vision Pro’s software, visionOS 26, now offers widgets and has been well received in beta testing.
Unfortunately for Apple, the Vision Pro is a bit of a niche product, with less than an estimated 1 million units sold in the U.S. since its early 2024 launch.
Gurman also says that to him, the Vision Pro simply isn’t a priority for Apple. We likely won’t see any major improvements for the Vision Pro in the near future. The next version, which could be released as soon as this year, is expected to receive only a faster chip (an M4 or M5).
Gurman expects Apple to release a cheaper and lighter version of the headset in 2027. Unfortunately, demand for the device may be even lower than it is currently.
