Apple Vision Pro is not a flop, it's just misrated Apfelpatient

A persistent narrative surrounds the Apple Vision Pro: many analysts consider the headset a failure. Regardless of whether the figures support this assessment or not, the impression is that failure is practically expected. A new report picks up on this very image, describing the Apple Vision Pro as a "rare failure" for Apple. This assessment is based primarily on older data, selective comparisons, and assumptions about what constitutes success.

The Apple Vision Pro was released in February 2024. The device immediately stood out due to its unusual design, its considerable weight, and above all, its high price. From the outset, it was clear that this was not a product for the mass market. Nevertheless, it is often judged as such. Sales figures are compared to those of classic consumer products, production adjustments are interpreted as warning signs, and revenues are considered in isolation.

The aforementioned report, picked up by the Financial Times among others, is based on production cuts, IDC estimates, and statements from the supply chain. From this, it concludes that Apple is struggling to successfully position the Apple Vision Pro. However, a more objective analysis reveals a significantly more nuanced picture.

Apple Vision Pro and sales figures

After roughly a year on the market, Apple Vision Pro has sold approximately 500,000 units. By the time the M5 update is released in October 2025, total sales could reach around 1 million devices. A significant portion of these sales were to enterprise customers.

Estimates suggest that only 45,000 units were sold during the Christmas quarter of 2025. This figure is often cited as evidence of weak demand. However, when factoring in the unit price, this translates to a revenue of over $157 million in a single quarter. Against this backdrop, calling it a complete failure seems questionable, to say the least.

The comparison with Meta distorts the picture

The comparison with Meta is particularly striking. To achieve the same revenue that Apple Vision Pro generated with approximately 45,000 units, Meta would have to sell more than 425,000 Quest headsets. Despite this, Apple Vision Pro is considered a failure, while Meta is regarded as the market leader.

Meta Reality Labs generated total revenue of approximately $1.08 billion in the fourth quarter of 2025. This figure includes not only hardware sales but also software and other services. Apple Vision Pro alone, excluding software revenue, accounted for more than a tenth of this revenue during that period. If potential additional revenue from memory upgrades is factored in, this share could be significantly higher.

Users of Apple Vision Pro are more likely to opt for more storage than iPhone buyers. These additional revenues are not included in most calculations. Similarly, it is not taken into account that Meta's revenues come from multiple sources, while this analysis focuses solely on hardware sales.

No one knows Apple's standards for success

A crucial point is overlooked in almost all analyses: No one except Apple knows the internal performance metrics for Apple Vision Pro. It is unknown what sales figures were expected or at what point Apple considers the product a success or a failure.

Selling tens of thousands of units seems disappointing compared to iPhone quarterly results. But this comparison is misleading. With the right perspective, even high sales figures can look bad. Apple Vision Pro was never designed to sell millions of units per quarter.

No attempt to break free from the iPhone

The report also portrays Apple Vision Pro as an attempt to diversify revenue from the iPhone. This argument seems outdated. Apple is no longer dependent on the iPhone to the extent that it is considered a structural risk. Service revenues have been growing steadily for years.

The Apple Vision Pro was never intended to create new revenue streams in the short term. Apple itself positioned the headset as an entry point into spatial computing. The high price underscores that the product is specifically aimed at early adopters.

Production, supply chains and misinterpretations

Reports of production cuts at Luxshare are often cited as evidence of weak demand. What's frequently overlooked, however, is that Apple has shifted production to Vietnam. It was clear from the outset that manufacturing such a complex and expensive headset would be challenging.

Even Sony had trouble supplying enough display glass to guarantee a production of 400,000 units per year. Apple likely reached its planned inventory target by early 2025 and subsequently reduced production, as only limited sales volumes were anticipated from the outset.

It is unknown how many devices with the M2 chip are still in stock. However, there are strong indications that the majority of the first production batch has been sold.

The M5 update and limited expectations

With the introduction of the M5 model in October 2025, it became clearer than ever that Apple Vision Pro is not a mass-market product. After the update, around 45,000 units were sold again. Many existing users saw no reason to upgrade, which further slowed sales figures.

Some sales are likely to come from new customers, in addition to enterprise upgrades. Apple's expectations for this update are unknown. Therefore, any assessment in the form of "pass" or "fail" seems arbitrary.

The vision platform is taking shape

Regardless of sales figures, the launch of Apple Vision Pro was necessary. While the VR market is a niche, the long-term perspective clearly lies with AR as an extension of the real world. This development cannot be driven entirely behind closed doors.

Apple's influence is already visible. Android XR and MetaSoftware have adopted the design, interaction models, and features of visionOS. Apple Vision Pro was never intended to revolutionize the market, but rather to serve as a starting point.

The project has also left its mark within Apple itself. Concepts like Liquid Glass, now part of all OS 26 versions, originated in visionOS. Future products, such as Apple's planned AI glasses to compete with Meta Ray-Ban, are likely to benefit greatly from the experience gained with Apple Vision Pro.

Success is more than sales

With around 1 million active users, a new platform already exists. This number alone makes it difficult to speak of a failure. Apple Vision Pro is profitable regardless of whether sales figures are high or low.

The decisive factor for the future of visionOS is not revenue, but developer support. Without apps and a long-term commitment to investment, the platform cannot grow.

Apple Vision Pro is not a mass-market product and was never intended to be

The Apple Vision Pro is often judged by the wrong standards. Those who evaluate the headset solely based on sales figures misunderstand the product's purpose. It's not about rapid market dominance or iPhone-like sales volumes.

Apple Vision Pro is a deliberately expensive, limited entry point into a new computing platform. If the goal was to bring hardware and operating system to market and create a foundation for future developments, then that goal has been achieved.

Instead of wasting time on reports of alleged failures, a more objective discussion would be more productive. The future of Apple Vision Pro and visionOS isn't determined by quarterly figures, but by whether developers embrace and further develop the platform. Need helpful tips for your Apple Vision Pro? Here you'll find everything you need to know about your new Apple device – happy reading! Looking for accessories? Our Amazon storefront is your go-to destination for high-quality products, including those compatible with HomeKit! (Image: Apple)