When Apple launched Vision Pro in February 2024, it was supposed to herald the dawn of a new computing era. At $3,499, the mixed-reality headset represented Apple's boldest bet since the iPhone—a device that would revolutionize how we interact with digital information.

Two years later, that vision is fading. Apple sold just 45,000 Vision Pro units in the Christmas quarter of 2025, according to Sensor Tower data reported by the Financial Times. The company has slashed its marketing budget for the device by a staggering 95%. And development of Vision Pro 2 has been suspended entirely.

The message from Cupertino is clear: the future of Apple's spatial computing ambitions isn't a $3,500 headset. It's AI-powered smart glasses.

What Went Wrong

Vision Pro was a technological marvel but a commercial disappointment. The reasons are now becoming clear:

Price Barrier

At $3,499, Vision Pro was always a tough sell. For context, that's roughly the cost of a high-end MacBook Pro—except you can use a laptop in meetings, on airplanes, and in coffee shops without looking like you've stepped out of a science fiction film.

Comfort Issues

Despite Apple's engineering prowess, wearing a computer on your face remains inherently awkward. Extended use sessions led to discomfort, and the device's weight made it impractical for all-day wear.

Killer App Problem

What do you actually do with Vision Pro that you can't do better with existing devices? Apple never convincingly answered this question. The use cases—watching movies, viewing spatial photos, productivity apps—felt like features in search of a transformative purpose.

Social Stigma

Wearing Vision Pro in public marks you as, at best, an early adopter and, at worst, socially oblivious. The isolating nature of the device runs counter to how most people want to interact with technology in their daily lives.

The Pivot to Smart Glasses

Reports now indicate that Apple has "scrapped work on all future models of the Vision Pro" and is instead focusing on AI-powered smart glasses for release toward the end of 2026.

The shift makes strategic sense. Smart glasses address many of Vision Pro's fundamental problems:

  • Lower price point: Glasses can target the $500-$1,000 range, making them accessible to mainstream consumers
  • All-day wearability: Lightweight frames don't cause fatigue
  • Social acceptance: Glasses look normal; headsets don't
  • Clear use case: AI assistants integrated into your field of vision have obvious utility

According to leaked roadmaps, Apple plans no Vision releases in 2026, with smart glasses following in 2027 alongside a revised "Vision Air" version of the original concept—though even that timeline appears fluid.

The "Vision Air" Question

Before pivoting fully to glasses, Apple had been developing a lower-cost headset codenamed "Vision Air." This device was designed to bring spatial computing to a wider audience, with targets to cut weight by over 40% and price by around 50%—potentially hitting the $2,000 range.

Development of Vision Air reportedly continues, though resources have been redirected to accelerate the smart glasses timeline. Whether Vision Air ever ships remains an open question.

Investment Implications

For Apple investors, the Vision Pro situation is a reminder that even the world's most valuable company can miss the mark. The good news is that Apple's core businesses—iPhone, Services, Mac, and iPad—remain strong enough to absorb the setback.

The more concerning question is what Vision Pro's failure says about Apple's ability to create the "next big thing." The company hasn't had a transformative new product category since Apple Watch launched in 2015—and even that took years to find its footing.

Apple's pivot to AI glasses suggests the company is learning from its mistakes and following consumer preferences rather than trying to dictate them. Whether that humility translates into a hit product remains to be seen.

The Competitive Landscape

Apple isn't alone in recognizing the potential of AI-enhanced eyewear. Meta's Ray-Ban smart glasses have gained traction by doing less—they don't try to overlay digital information on your world, just add a camera and AI assistant to existing frames.

That minimalist approach appears to resonate with consumers in ways that full AR/VR headsets haven't. Apple's challenge will be differentiating its offering while hitting a compelling price point.

What This Means for Vision Pro Owners

If you bought a Vision Pro, you're not holding a worthless device—but you are holding one with an uncertain future. Apple has released incremental updates, including a 2025 refresh with the M5 chip and 120Hz display. Software support will likely continue for years.

But the vibrant ecosystem of third-party apps and accessories that typically accompanies Apple products? That seems unlikely to materialize for a platform with such limited adoption.

The Bottom Line

Apple's Vision Pro experiment hasn't failed entirely—it has taught the company valuable lessons about what consumers actually want from spatial computing. The answer, it turns out, isn't a $3,500 headset that isolates you from the world.

It's lightweight glasses that enhance your reality without demanding you escape from it. Whether Apple can deliver on that promise by 2027 will determine whether its spatial computing dreams ultimately succeed or join the graveyard of ambitious tech products that arrived before their time.

For now, the future of Apple's face-worn computing isn't pro—it's pragmatic.