Some Apple stores are lucky to sell one Vision Pro in a month, according to Bloomberg's Mark Gurman. He cited Apple retail employees in his latest Power On newsletter, and Mac Observer relayed the claim on Monday. Treat it as a warning from a few stores, not a sales figure. Apple doesn't publish unit sales for Vision Pro, so nobody can turn the report into an average across every store or market, and Apple hasn't confirmed the estimate.
It does fit what we've already seen. Mac Observer reports that the M5 refresh with the Dual Knit Band, which launched in October 2025, failed to lift demand. Gurman says Apple is talking up medical and enterprise work more than it treats the headset as a mass-market companion to the iPhone. Weak demand makes hardware refreshes harder to justify, because the displays, cameras and chips are expensive to build. That is the backdrop for the new Vision Pro Gurman says is in the works for late 2028, and for the early-days-of-computers comparison John Ternus made this week.