Apple 'has given up' on Vision Pro, report claims — costly price and weight behind purported failure, but the company continues to hire into its Vision Production Group

After failing to reignite interest in the Vision Pro with the release of the M5 model, Macrumors reports that Apple may have just about given up on the product. Initially launched on February 2, 2024, the device failed to garner the popularity typically seen with Apple products, reportedly selling only around 600,000 units. For context, the company sells hundreds of millions of iPhones each year.

At $3,499 and 1.3 pounds, the device's price and weight have been cited as contributing factors to low sales. There were initial reports dating back to 2024 that Apple was winding down production of the Vision Pro. However, the company released an updated version in late October 2025, featuring a faster M5 chip. The chip resulted in a higher 120Hz refresh rate, 10% more rendered pixels, and around.

The model also came with a redesigned headband with an upper strap to better distribute the headset's weight. Despite the additional features, the price remained $3,499. Yet, according to MacRumors, sales did not improve. Apple reportedly received an unusually high percentage of returns, far exceeding those of any other modern Apple product.

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According to Bloomberg journalist and Apple news Mark Gurman, Apple had broken up the Vision Products Group in 2025, splitting it between software and hardware engineering. In an X post yesterday (expand the tweet below), April 29, he claimed that Apple had reassigned much of the Vision Pro software team to Siri, and the hardware team to smart glasses, citing CEO John Ternus’ stance against the Vision Pro as a product.

However, this claim is being met with widespread skepticism, as readers were quick to point out what they believed were contradictory job board posts indicating that Apple was actively recruiting for the Vision Production Group. We can confirm that Apple has indeed posted several of these roles on its official job board over the past few months.

On the other hand, the job posts do not explicitly confirm the continued development of the Vision Pro. One of the posts read as follows: “Originally developed to help VisionOS achieve its critical motion-to-photon latency targets—providing users with a seamless, realistic experience through Vision Pro—our technology is now expanding to iOS and macOS.”

The mixed reports surrounding the Vision Pro have left consumers wondering exactly what is going on, especially as there has been no official report. What’s highly plausible is that the company may be developing smart glasses, a lighter, more streamlined AR offering that is still years away from consumer release.

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