Apple 'has given up' on Vision Pro, report claims — costly price and weight behind purported failure, but the company continues to hire into its Vision Production Group

Reports suggest Apple has largely pulled back from Vision Pro development after weak sales, high returns, and the headset’s $3,499 price and heavy design.

Bloomberg’s Mark Gurman says Apple split up the Vision Products Group and redirected some staff toward Siri and smart glasses.

Even so, job postings for Vision-related roles suggest Apple has not fully abandoned the technology.

The report points to a possible shift in Apple’s AR/VR strategy from a costly headset to lighter smart-glasses products.