"IDC is cited as claiming that just 45,000 new units of Vision Pro were expected to sell in the 2025 holiday quarter, which included the launch of the M5 model. Sensor Tower data is cited to say that Apple has reduced its Vision Pro digital marketing spend this year by over 95% in the US and UK. Finally, the report highlights a weakening VR headset market overall. Per Counterpoint, this past year brought a 14% decline."
"Since Apple doesn't release official sales numbers, it's hard to verify the accuracy of these various reports. While it's pretty clear that Vision Pro hasn't been a big success, I'm hesitant to give too much weight to these specific numbers. Apple has plenty of work to do to make Vision Pro a hit with consumers, but I'm encouraged by the progress that's been made in visionOS since its launch. The M5 model's improvements to comfort, battery life, and performance were better than expected too."
Apple launched an M5 Vision Pro model last fall, but sales appear to have stayed low. IDC estimates 45,000 new Vision Pro units sold in the 2025 holiday quarter, which included the M5 launch. Sensor Tower data indicates Apple cut Vision Pro digital marketing spend by over 95% in the US and UK this year. Counterpoint reports the overall VR headset market declined about 14% in the past year. Apple has not released official Vision Pro sales figures. The M5 improved comfort, battery life, and performance, and visionOS has shown progress, but consumer traction remains limited.
Read at 9to5Mac
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