Almost No One is Buying Apple's Vision Pro Headset

• Apple's Vision Pro headset is selling poorly, according to IDC.

• This has prompted the institution to slash accumulation and selling spending.

• Apple's hunt for a post-iPhone blockbuster continues.

• 10 stocks we similar amended than Apple ›

When Apple (NASDAQ: AAPL) launched the archetypal iteration of its Vision Pro headset successful aboriginal 2024, the tech elephantine declared that "the epoch of spatial computing is here." Nearly 2 years later, it's go wide that Apple severely misjudged request for its heavy, costly headset.

The Financial Times precocious reported that Apple has been cutting Vision Pro accumulation and selling successful effect to anemic sales. Apple doesn't study Vision Pro income figures, but IDC expects the institution to vessel conscionable 45,000 Vision Pro units successful the last 4th of 2025. Even with a $3,499 terms tag, gross from the Vision Pro is immaterial for Apple if IDC's estimates are accurate.

While it's not wide whether Apple is wholly giving up connected the Vision Pro, the company's agelong hunt for a merchandise that tin execute the aforesaid occurrence arsenic the iPhone continues.

Much of Apple's concern is tied to the iPhone. In fiscal 2025, a spot much than fractional of Apple's full gross came from iPhone sales, which totaled $201 billion. Wearables and different accessories churned up $37 cardinal successful revenue, but the fashionable Apple Watch requires an iPhone for afloat functionality.

Services is Apple's second-largest segment, with gross of $96 cardinal successful fiscal 2025. However, overmuch of that gross is astatine slightest somewhat babelike connected the iPhone arsenic well. A woody with Alphabet that generates astir $20 cardinal for Apple annually, making Google the default hunt motor connected Apple devices, doesn't beryllium without the iPhone. Neither does each the gross Apple generates from the App Store oregon immoderate different services that are profoundly integrated with Apple's devices.

The iPhone remains a juggernaut, but determination volition yet travel a time erstwhile the smartphone volition beryllium supplanted by thing new. It whitethorn beryllium immoderate benignant of augmented world glasses, oregon perchance a caller hardware signifier that hasn't yet been invented. The Vision Pro surely isn't it.

Apple is starting to look similar a classical lawsuit of The Innovator's Dilemma, a operation coined by Clayton Chirstenson decades ago. Apple is heavy babelike connected the iPhone, and astir everything it does yet attempts to support that product. Even the Vision Pro needs an iPhone for immoderate features, including making calls.

This makes consciousness successful the adjacent term, fixed the profitability of the iPhone. However, it besides means that Apple is improbable to beryllium the institution that develops the adjacent large thing. For that, Apple would request to disrupt itself and the iPhone, and there's nary crushed to judge the institution is consenting to instrumentality capable hazard for that to happen.