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Apple's Vision Pro headset is still failing to see appeal among consumers, according to a new report from the Financial Times.


Data from IDC claims that Apple shipped 390,000 Vision Pro units in 2024. IDC expected Apple to ship just 45,000 new Vision Pro units in the latest quarter of 2025. The Financial Times stressed that this compares to millions of iPhones, iPads and MacBooks sold each quarter. Luxshare, the Vision Pro's assembler, apparently halted production of the headset at the start of 2025.

According to Sensor Tower, Apple has apparently reduced digital advertising spending for the Vision Pro by more than 95% over the past year in key markets including the United States and United Kingdom. The report also noted that Apple did little to expand the device's international rollout in 2025.

Morgan Stanley analysts told the Financial Times that "the cost, form factor and the lack of VisionOS native apps are the reasons why the Vision Pro never sold broadly." Since the device's debut in 2024, critics have highlighted practical shortcomings such as the device's weight, discomfort during extended use, and limited battery life.

Apple is said to be struggling with a platform adoption problem, with an insufficient number of users to motivate developers and insufficient apps to attract users. Apple says around 3,000 apps are designed specifically for Vision Pro, a figure that lags far behind the rapid growth of the iPhone App Store after its launch in 2008. Appfigures notes that this total likely includes niche and industry-specific software.

The challenges facing the Vision Pro reflect broader weakness in the virtual reality market. According to Counterpoint Research, global VR headset shipments declined 14% year on year. Meta still dominates the sector, accounting for around 80% of sales with its Quest headsets, which are significantly cheaper than the Vision Pro but less technologically advanced. Even so, Meta has reportedly scaled back its own marketing spend for VR hardware, suggesting limited consumer momentum across the category.
This article, "Report: Apple Vision Pro Is Still Failing to Catch On" first appeared on MacRumors.com

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Apple hasn't updated the Mac Pro since 2023, and according to recent rumors, there's no update coming in the near future. In fact, Apple might be finished with the ‌Mac Pro‌.


Bloomberg recently said that the ‌Mac Pro‌ is "on the back burner" and has been "largely written off" by Apple. Apple apparently views the more compact Mac Studio as the ideal high-end pro-level desktop, and it has almost replaced the ‌Mac Pro‌.

Apple is working on an M5 Ultra chip that will come out next year, but Bloomberg says the company is only planning to use it in the ‌Mac Studio‌, and not in an updated ‌Mac Pro‌. Apple has no plans to update the ‌Mac Pro‌ in 2026 in a "significant way." If we are truly at the end for the ‌Mac Pro‌, will we see Apple discontinue it when the next-generation ‌Mac Studio‌ launches?

The current ‌Mac Studio‌ has a newer, higher-end M3 Ultra chip that supports more CPU cores, more GPU cores, more maximum storage (16TB vs. 8TB), and more maximum unified memory (512GB vs. 192GB). The ‌Mac Studio‌ can support up to four 8K displays, while the ‌Mac Pro‌ is limited to three, and the ‌Mac Pro‌ doesn't have Thunderbolt 5.

The ‌Mac Pro‌ has fallen behind, and the gap will only increase with the launch of an M5 Ultra ‌Mac Studio‌. The only benefit that the ‌Mac Pro‌ offers over the ‌Mac Studio‌ is PCIe expansion slots. It's heavier, bulkier, and more expensive than the ‌Mac Studio‌ when comparing equivalent RAM and storage. For most people, there's no reason to choose a ‌Mac Pro‌ over a ‌Mac Studio‌, but some of Apple's high-end customers still need the space for things like RED capture cards and specialized audio interfaces.

Over the years, Apple has struggled with meeting the needs of pro users who want a desktop. The now-infamous "trash can" ‌Mac Pro‌ that came out in 2013 prioritized design over functionality, and the machine ended up being a failure. Apple was criticized for misunderstanding its pro user base because there was no space for internal upgrades like additional GPUs.

Apple was never able to update the trash can ‌Mac Pro‌ because it wasn't thermally capable of supporting rapidly evolving GPUs. In 2019, Apple unveiled a modular ‌Mac Pro‌ that had a more traditional enclosure able to support expansion with eight PCIe slots and three impeller fans. Apple did update the ‌Mac Pro‌ a couple of times after that, but it has once again been sidelined.

Apple is still selling the M2 Ultra version of the ‌Mac Pro‌ and it hasn't been discontinued or removed from the company's website. Until it's officially discontinued, there's a chance we could get another ‌Mac Pro‌ at some point in the future, but it doesn't sound like 2026 will be the year.
This article, "What's Happening With the Mac Pro?" first appeared on MacRumors.com

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