Apple Halts Vision Pro Development to Prioritize AI

Apple Inc. has ceased development of future Vision Pro hardware following the lackluster performance of the M5 chip-powered model released in October 2025. The headset, priced at $3,499, sold approximately 600,000 units and suffered from high return rates due to its weight and cost.

Apple Inc. redistributed the Vision Products Group, moving software developers to Siri and artificial intelligence projects ahead of the June WWDC. The company is pivoting its augmented reality strategy toward smart glasses to compete with Meta, with a potential debut slated for 2027. While some reports suggest the product line is abandoned, the M5 model remains on sale for limited enterprise and medical use cases.

This strategic shift coincides with a leadership transition. Outgoing CEO Tim Cook will be replaced by John Ternus on September 1. Ternus reportedly opposed the Vision Pro as a product and canceled a planned cheaper model revamp. Mike Rockwell, the architect of the Vision Pro, has led the Siri team since March 2025.