The Vision Pro may very well be the Rasputin of Apple products. Ever since its release, it’s been plagued with reports of being a flop, doomed, dead on arrival. But as the dust clears, many of those reports have proved to be, in that time-honored expression, greatly exaggerated. The Vision Pro soldiers onward.
The latest is a story in MacRumors from Juli Clover, which makes the straightforward claim that “Apple Has Given Up on the Vision Pro After M5 Refresh Flop“:
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.
Now, I’m not privy to MacRumors’s sources but I’m going to say that I’m skeptical of this pronouncement. And I’m not the only one: Jonathan Wight, who worked in Apple’s AR/VR group until 2022, disputed the report on Mastodon, and that jibes with what I’ve heard privately.
But I’m not surprised. The Vision Pro has always been ripe for this kind of commentary because Apple has taken a distinctly un-Apple approach with it, selling an extraodinarily high-priced device in limited volumes. That’s a contrast to most of its products, which operate in very high quantities. And given that one of Apple’s other high-price/low-volume products was recently 86ed, I can see the temptation to think that the company is taking care of all family business.
