Apple introduced a completely new M5 Vision Pro update last autumn, but a recent report suggests it might not have significantly influenced the ailing Vision Pro sales.
### Vision Pro Sales in M5 Model’s Launch Quarter Estimated at Merely 45,000 Units
Apple has not disclosed sales figures for the Vision Pro, but a recent Financial Times article depicts a grim situation for the product as 2026 begins.
The article highlights a number of adverse trends for Vision Pro:
1. Low sales projections for Q4 2025
2. Marked decrease in digital advertising
3. General decline in VR devices
IDC is mentioned as indicating that only 45,000 new Vision Pro units were anticipated to be sold during the 2025 holiday quarter, coinciding with the launch of the M5 model.
Data from Sensor Tower indicates that Apple has slashed its Vision Pro digital marketing budget this year by more than 95% in both the US and UK.
Lastly, the report underscores an overall softening of the VR headset market. According to Counterpoint, the past year witnessed a 14% drop.
### 9to5Mac’s Perspective
Since Apple does not publish official sales figures, it is challenging to confirm the validity of these differing reports. While it is evident that Vision Pro has not achieved notable success, I am cautious about placing too much emphasis on these precise figures.
Apple has significant endeavors to undertake to turn Vision Pro into a consumer favorite, but I am optimistic about the advancements made in visionOS since its release. The M5 model’s enhancements in comfort, battery endurance, and performance exceeded expectations as well.
The glasses form factor still appears to be the direction Vision Pro is heading towards, and in that regard, 2026 could be a particularly thrilling year. However, I do not anticipate Vision Pro will unexpectedly transform into a surprise success in the interim.
What are your thoughts on this report regarding the condition of the Vision Pro? Share your views in the comments.
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