Some Apple stores are lucky to sell one Vision Pro in a month, Bloomberg's Mark Gurman reported in his Power On newsletter, citing Apple retail employees. Apple doesn't publish Vision Pro unit sales, so the report can't say what an average store or market looks like.
Gurman also says Apple is leaning on medical and enterprise uses instead of pitching the headset as a mass-market companion to the iPhone. Apple hasn't confirmed the sales estimate or announced a change in strategy. The M5 model it released in October 2025 still uses a separate battery, and Apple is reportedly working on a new Vision Pro for late 2028.