Apple’s Fancy Vision Pro Bombs: Hundreds of Jobs Cut as Big Tech Backs Away from Another Overhyped Gadget

Silicon Valley’s “spatial computing” headset never caught on with regular buyers, now Apple is axing teams and shifting to something else.

a pair of goggles sitting on top of a table — Photo by Roméo A. on Unsplash

Apple is laying off more than 200 workers from its Vision Pro and Siri groups. Reports say about 100 of those cuts hit the Vision Pro side. The company is largely shutting down the gaming team for the headset and shrinking the group that makes those expensive immersive videos. Apple told staff the device and its software will stick around for now, but the moves make clear the product has been a disappointment.

The Vision Pro launched in 2024 with a sky-high price tag of $3,499. Apple called it the future of computing. Most people saw a heavy, pricey headset that few needed. Sales stayed low. Returns ran high. An upgrade last year with a new chip did little to change that. Immersive videos cost millions to produce yet drew small audiences. Now Apple says it will make fewer of them in-house and lean on outside creators instead.

This fits a pattern with big tech. Companies pump out flashy devices, push them hard, then quietly scale back when buyers stay away. Apple is already looking toward lighter AI smart glasses expected next year. Incoming leadership appears focused on that direction rather than another bulky headset. Earlier reports suggested plans for cheaper or updated versions of the Vision Pro were dropped from the near-term schedule.

The company says the changes help “evolve” the business for better user experiences and that some new roles will open. Affected workers can apply for other jobs inside Apple. Still, the cuts show what happens when a high-end product fails to deliver results. Regular consumers never lined up for a $3,500 headset the way they do for phones or computers that actually solve everyday problems.

Big tech often talks about innovation while chasing the next trend. When the market pushes back, the headcount drops and the focus moves on. The Vision Pro was never going to be a mass-market hit at that price. Apple is now dealing with the consequences by trimming teams and redirecting effort. The headset remains available, but its future looks limited compared to the original pitch.

Sources / More reading