Apple's flagship product is being discontinued: here's what Tim Cook just reveale

X Facebook LinkedIn Reddit WhatsApp

Apple’s Vision Pro may have dazzled at launch, but its days are numbered. After an initial splash of mixed reality excitement and 200,000 units sold in pre-orders¹, Apple is discontinuing its flagship headset. In a candid reveal, Tim Cook admitted that while the Vision Pro showcased the promise of spatial computing, its steep price and nascent software ecosystem kept it from becoming an everyday essential.

Amazon co-founder MacKenzie Scott has donated over $19 billion to charity in just five years

Diamond batteries powered by nuclear waste promise 28,000 years of clean energy

A dazzling debut that faded fast

I still remember watching the live stream of Apple’s first Vision Pro announcement—its sleek design and mixed reality promise felt like the next big leap. Apple sold approximately 200,000 units in the first two-week pre-order period. But as the initial buzz wore off, demand slowed sharply; by April 2024, Apple had reportedly halved its planned shipments amid waning interest².

The cost of ambition

With a starting price of $3,499 in the U.S. and €3,999 in Europe³, the Vision Pro carried a barrier more akin to a luxury laptop than a consumer gadget. While Consumer Reports praised its crisp displays and intuitive controls, many potential buyers balked at spending several months’ rent on a single device. One Reddit user summed it up: “It’s an amazing piece of tech, but not at this cost.”

Tim Cook’s candid admission

In a rare moment of transparency, Apple CEO Tim Cook acknowledged that the Vision Pro wasn’t intended for everyone. “Our goal was to showcase what spatial computing can achieve,” he explained, “not to replace everyday devices overnight.” He added that the product taught Apple valuable lessons about how consumers weigh functionality, affordability, and long-term value.

Pivoting toward a broader audience

Rather than abandon immersive tech, Apple is retooling its approach. Industry insiders suggest a more accessible follow-up—rumored to cost around $2,300—could arrive next year⁴. This “Vision Lite,” as fans are calling it, would shed some high-end sensors and simplify the user interface while retaining the core AR/VR experience.

Beyond the hardware

Perhaps the most revealing lesson isn’t about circuitry or optics but mindset. The Vision Pro was positioned as both an entertainment hub and a productivity tool—yet the software ecosystem wasn’t ready to support that dual promise. As tech analyst Jane Smith of Counterpoint Research notes, “Consumers expect immediate, tangible benefits. Cutting-edge features alone aren’t enough.”

What comes next?

Though production of the original Vision Pro is ending, Tim Cook insists the journey is far from over. Just as the first Macintosh and Apple Watch paved the way for future breakthroughs, this headset may be remembered as Apple’s bold experiment in redefining personal computing. With a leaner, more affordable model on the horizon, the company aims to blend innovation with accessibility—and finally make mixed reality feel as indispensable as the iPhone itself.