TL;DR
A Financial Times story synthesizing data from IDC, Sensor Tower and Counterpoint suggests Apple’s M5 Vision Pro update did little to move sales in the 2025 holiday quarter. Independent estimates point to low unit sales, a sharp pullback in digital ad spend, and a broader decline in the VR headset market.
What happened
Apple introduced an updated Vision Pro model that uses the M5 designation in the fall of 2025. A Financial Times report compiling third-party analytics paints a weak picture for the product as 2026 begins. IDC’s estimate cited in the report places Vision Pro sales during the M5 model’s launch quarter at about 45,000 units. Sensor Tower data included in the piece indicates Apple cut digital marketing for the device in the US and UK by more than 95% over the past year. The report also places the device’s performance in the context of an overall downturn for headsets: Counterpoint Research is quoted as finding a roughly 14% decline in the VR headset market in the prior year. Apple has not published official Vision Pro sales figures, and outlets covering the report urge caution about relying on these specific third-party numbers. Commentary in the source highlighted software and hardware improvements in M5 and ongoing work on visionOS without claiming a sales turnaround.
Why it matters
- Low third-party sales estimates could signal weak consumer demand for high-end mixed-reality hardware.
- A steep reduction in digital advertising suggests Apple may be reassessing go-to-market tactics for the Vision Pro.
- A decline across the VR headset market could make it harder for any single vendor to achieve rapid growth.
- Numbers and marketing shifts may influence how investors and developers view Apple’s XR strategy and the product’s roadmap.
Key facts
- Apple released an M5-designated Vision Pro model in fall 2025.
- Financial Times compiled data from IDC, Sensor Tower and Counterpoint to assess recent performance.
- IDC’s estimate for Vision Pro unit sales in the 2025 holiday quarter: about 45,000 units.
- Sensor Tower data in the report indicates Apple cut Vision Pro digital ad spend by over 95% in the US and UK during the year.
- Counterpoint Research is cited as reporting a roughly 14% year-over-year decline in the VR headset market.
- Apple has not published official sales figures for the Vision Pro.
- Coverage noted improvements in the M5 model to comfort, battery life and performance and described ongoing progress in visionOS.
- Report authors and some coverage urged caution about the precision of third-party sales estimates.
What to watch next
- Whether Apple will disclose official Vision Pro sales numbers — not confirmed in the source.
- Any change in Apple’s marketing spend or promotional strategy for Vision Pro in 2026 — not confirmed in the source.
- New product iterations or a push toward a glasses form factor for future Apple XR devices — not confirmed in the source.
Quick glossary
- Vision Pro: Apple’s head-mounted mixed-reality device, intended to combine virtual and augmented reality experiences.
- M5 (model): The updated Vision Pro variant released in fall 2025 referenced in the report; described in coverage as offering hardware and comfort improvements.
- visionOS: The operating system that runs on Apple’s Vision Pro hardware, supporting apps and spatial computing features.
- IDC: A market research firm that provides industry estimates and analytics for technology markets.
- Sensor Tower: An analytics company that tracks app and digital advertising metrics across platforms and regions.
Reader FAQ
How many Vision Pro units sold after the M5 launch?
Apple has not released official sales figures; IDC is cited as estimating about 45,000 units in the 2025 holiday quarter.
Did Apple cut marketing for the Vision Pro?
Sensor Tower data cited in the report says Apple reduced digital marketing spend for Vision Pro in the US and UK by over 95% during the year.
Is the VR headset market growing?
The report cites Counterpoint Research as saying the overall VR headset market fell by roughly 14% in the past year.
Will the M5 update make Vision Pro a mainstream hit?
not confirmed in the source
All the new products Apple released in 2025 Chance Miller Dec 31 2025 VISION PRO M5 Vision Pro launch likely made minimal sales impact: report Ryan Christoffel | Jan 2 2026…
Sources
- M5 Vision Pro launch likely made minimal sales impact: report
- Apple Vision Pro Sales Plunge 95% as Production Halts
- Analysts need Apple Vision Pro to be a flop, whether …
- Apple cuts Vision Pro headset production and marketing by …
Related posts
- Parents Left to Navigate Fragmented Controls and Risky Defaults
- Tesla Q4 2025 sales fell sharply, missing forecasts amid rising competition
- GE Profile Smart Fridge Gets Patented Scan-to-List Barcode Scanner