Fresh reports from the United States suggest Apple may be stepping back from its ambitious mixed reality project.
The Apple Vision Pro, once seen as the future of computing, is now facing uncertainty. Internal changes hint at a broader strategic shift.
According to MacRumors, Apple has halted work on the Vision Pro headset and reassigned employees to different departments.
Some staff have reportedly joined the company’s Siri division, while others have been moved across teams as part of internal restructuring.
Promising launch that struggled
The Vision Pro was unveiled in 2023 and launched in early 2024, powered by Apple’s M2 chip.
However, the device faced criticism for its heavy design and steep $3,500 price tag. In contrast, competing products like Meta Quest VR headset gained traction with prices starting around $350.
Production vs reality
Suppliers reportedly produced components for around 600,000 units of the Vision Pro.
Despite this, sources cited by MacRumors claim the device saw a high return rate, indicating weaker-than-expected consumer demand.
Apple later upgraded the headset with an M5 chip in October and introduced improved headbands for better weight distribution.
Still, the product remained a tough sell in the competitive VR market.
With Tim Cook reportedly on his way out and John Ternus expected to take over as CEO in the fall, the company appears to be entering a transition phase.
Industry watchers believe this leadership shift could drive major changes in Apple’s hardware strategy. Reports suggest Apple is now prioritizing smart glasses to compete with products like Ray-Ban Meta smart glasses.
According to Bloomberg, the company is testing at least four different frame designs, signaling a pivot toward lighter, more consumer-friendly wearable tech.
Apple’s immediate focus is expected to be on software updates, with announcements likely at WWDC 2026 on June 8.
By September, John Ternus is expected to oversee fall hardware launches, which could include new innovations such as a foldable iPhone.
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