Apple launched a brand new M5 Vision Pro update last fall, but according to a new report, it may have had little impact on struggling Vision Pro sales.
Vision Pro sales in M5 model’s launch quarter estimated at just 45,000 units
Apple hasn’t released sales numbers for the Vision Pro, but a new Financial Times report paints a bleak picture of the product’s current state as 2026 kicks off.
The report outlines several negative trends for Vision Pro:
- Low sales estimates for Q4 2025
- Significant digital advertising reduction
- Overall VR device declines
IDC is cited as claiming that just 45,000 new units of Vision Pro were expected to sell in the 2025 holiday quarter, which included the launch of the M5 model.
Sensor Tower data is cited to say that Apple has reduced its Vision Pro digital marketing spend this year by over 95% in the US and UK.
Finally, the report highlights a weakening VR headset market overall. Per Counterpoint, this past year brought a 14% decline.
9to5Mac’s Take
Top comment by Anonymous
I’m thoroughly delighted with VisionOS. The new headband is a significant improvement. However, Apple must find a way to encourage developers to contribute more substantially to this platform. Additionally, they should begin working on making the unit lighter and more affordable.
Head-mounted displays provide a superior user experience when fitted properly. When paired with a capable and intelligent digital assistant, they become a powerful tool that can be used increasingly. They offer exceptional privacy and an incredible immersive experience. Nevertheless, gaming and fitness need to receive renewed attention.
Since Apple doesn’t release official sales numbers, it’s hard to verify the accuracy of these various reports. While it’s pretty clear that Vision Pro hasn’t been a big success, I’m hesitant to give too much weight to these specific numbers.
Apple has plenty of work to do to make Vision Pro a hit with consumers, but I’m encouraged by the progress that’s been made in visionOS since its launch. The M5 model’s improvements to comfort, battery life, and performance were better than expected too.
The glasses form factor still seems like what the Vision Pro is working towards, and in that sense, 2026 could be an especially exciting year. But in the meantime, I don’t expect Vision Pro to suddenly become a surprise hit.
What are your takeaways from this report on the state of the Vision Pro? Let us know in the comments.
Best Vision Pro accessories
- AirPods Pro 3 (now only $219, down from $249)
- Vision Pro aluminum dock stand
- Spigen travel case for Vision Pro
- Battery holder with belt clip and more
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