Juli Clover, writing at MacRumors under the rather incendiary headline “Apple Has Given Up on the Vision Pro After M5 Refresh Flop”:
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 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.
This report comes as news to everyone at Apple working in the Vision Product Group (VPG). Nothing about the future of the platform has changed recently. When it was a secret project, prior to unveiling, it was called the Technology Development Group (TDG) inside Apple. Then, when Vision Pro was unveiled, it became VPG. And then at some point the hardware went under Apple’s hardware group (led by John Ternus) and the software under the software group (led by Craig Federighi). So there have been changes, yes, but only the sort of changes that are natural when a product shifts from being a secret to being one of Apple’s regular non-secret platforms.
As for poor sales, I think it’s unquestionable that Vision Pro sales — and general enthusiasm — have been a disappointment. What momentum they had out of the gate has seemingly petered out. But the optimistic scenario inside Apple was not all that high. The best-case scenario was surely a bigger number of units than they’ve actually sold, but not that much more. There’s no realistic scenario where Vision Pro was an out-of-the-gate hit like, say, the iPad was. It’s an all-new device in an all-new product category that starts at $3,500 and costs more like $4,000 if you need corrective lenses. Before it debuted, there were multiple reports from multiple sources that suggested (a) that Sony could only manufacture a maximum of 900,000 displays per year, capping dual-display Vision Pro headsets at 450,000 per year; and (b) that Apple itself “expected to ship fewer than half a million headsets in the first year of its release, according to people involved in its supply chain” (per Wayne Ma at The Information).
Look at how Apple unveiled the second-gen Vision Pro with M5 — it was the definition of “low key”. I don’t think there was a single person in Cupertino — not one — who looked at first-generation Vision Pro sales and thought, “I know what will turn this around in a big way: a second-generation speed bump where the M2 chip is upgraded to an M5!” That speed bump in October was not intended to make a huge difference. It was just a signal that they’re still at it. Speed bumps are good. (And it probably helps, not hurts, margins because the M5 is used on Macs and iPads too, and no other product still in production uses the M2.) Rather than anyone — literally anyone — at Apple being surprised that the October second-gen M5 update did not meaningfully change the sales trajectory, I think the entire company would have been flabbergasted (and caught flat-footed on supply) if it had.
This sentence from Clover’s report is doing a lot of work:
Apple has apparently stopped work on the Vision Pro and the Vision Pro team has been redistributed to other teams within Apple.
There’s only one Vision hardware product to date, and that product, through two generations, is named Vision Pro. If Clover is saying that no one is working on a third-generation revision of the Vision Pro product we know today, maybe that’s correct. I don’t know. I certainly hope it’s correct. I think it was fine for Apple to do one new-generation speed bump of the original hardware. But going forward, they clearly need to do something significant for the next hardware. Ideally, two things: a much more appealing “Vision Pro” and a lower-priced “Vision Air” or just plain “Vision” or, hell, a “Vision Neo”. Take a new crack at the high end with a lighter-weight higher-resolution Vision Pro and open up new markets with something starting at under $2,000.
But I don’t think anyone is reading that sentence from Clover’s report that way. It implies — along with the headline — that Apple is just giving up on the whole platform. That’s how everyone is reading it, and it’s clearly what the article, and especially headline, implies.
I don’t think that’s true, at all. There’s a VisionOS 27 update coming at WWDC and new hardware in the works. Not just AR glasses, but immersive Vision headsets. There are, I believe, as many people at Apple working on VisionOS software and immersive content today as there ever have been. It’s full steam ahead. The pressure is on, I’m sure, but there’s no doom and gloom. The Apple folks in the Vision group aren’t oblivious.1 They actually know the roadmap, and they know just how much work is between where the platform is today and where it needs to be for it to be a meaningful contributor to Apple’s bottom line. But they’re there, working on it. I don’t know who told MacRumors what (and their sourcing is just “MacRumors has learned”), but I know for a fact that it is not true that the teams working on the Vision platform have “been redistributed to other teams within Apple.”
It’s a strange thing for MacRumors to state so categorically something I believe has no truth to it whatsoever. And if there is some truth to it, it’s not what the article implies, which is that the whole thing has been shut down, somehow without the world knowing until now. Just two weeks ago John Ternus and Greg Joswiak were interviewed by Mark Spoonauer at Tom’s Guide, and both spoke of a bright future for spatial computing. Joz describing Vision Pro as a product pulled into the present from the future is a good way of emphasizing the yet regarding a product — and category — that’s not there yet. Apple executives know how to give a non-answer answer to a question they don’t want to answer honestly. (Exhibit A: Tim Cook “squashing” rumors that he was about to retire ... one month before he announced he was stepping aside as CEO.) The way Ternus and Joz were talking about the platform, and immersive content, this month was not lacking in enthusiasm. It was asking for patience.
It’s certainly possible that this Vision thing ultimately isn’t going to work out and Apple will throw in the towel on it. But that hasn’t happened, and if it does, it’s not going to come out of nowhere as a story on MacRumors for the people in VPG working on it. When Apple threw in the towel on Project Titan (the car project) in February 2024, an all-hands was held to break the news, led by then-COO Jeff Williams and Titan project lead Kevin Lynch. The team didn’t learn it from a fucking leak.
- No one on the planet is more keenly aware of how few people own a Vision Pro than the people who work on the Vision platform. If you work at Apple and work on the iPhone, and you meet someone who asks what you do, and you tell them you work on the iPhone at Apple, there’s a good chance they’ll say “Hey, I have an iPhone!” and they’ll take it out of their pocket to show you. If you work on the Mac, you’ll meet a lot of people who will say “Hey, I’ve been a Mac user for a long time!” Tell people you work on Vision Pro, and the best answer you’re likely to get is “Oh, nice, uh, I think I’ve heard about that.“ ↩︎
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