Apple has all but given up on the Vision Pro after the M5 model failed to revitalize interest in the device, MacRumors has learned. Apple updated the Vision Pro with a faster M5 chip and a more comfortable band in October 2025, but there were no other hardware changes, and consumers still weren't interested. The Vision Pro has been criticized for its high price tag and its uncomfortable weight.
The biggest issue with it was the branding. It should have been called the “Vision Dev Kit”. It was too expensive for most customers and did not have a killer app. They should have only been selling to industry partners or at least only to registered developers.
Then cut the price with the same (or even worse) specs and call that the initial public release.