Apple's Vision Pro Headset: Slow Release of Immersive Video Expected

Apple has delayed the release of immersive video for its Vision Pro headset and sales have been slow. Bloomberg's Mark Gurman believes sales won't pick up before the release of the next headset version. Gurman joins "Bloomberg Tech" to discuss the company's plans for the future of headsets.

Apple Inc. has faced significant challenges with its Vision Pro headset, with sales remaining slow despite the device's innovative features. The primary issue is the lack of sufficiently compelling content, particularly immersive video, which has been slow-rolled by the company. According to Bloomberg's Mark Gurman, the current version of the Vision Pro is unlikely to see a significant uptick in sales before the release of the next headset version, scheduled for this year.

The Vision Pro's high price point of $3,499 and the device's niche appeal have contributed to its slow adoption. While Apple has made improvements to the operating system and accessories, the core issue remains the lack of demand for the device. Gurman estimates that Apple has sold fewer than 1 million units in the US since the Vision Pro's launch a year and a half ago.

The company's strategy for the Vision Pro has been met with skepticism, as Tim Cook seemed surprised when questioned about the device during the latest earnings call. Apple's focus on AI and smart home products, as detailed in recent road maps, suggests that the Vision Pro may not be a top priority. The next version of the Vision Pro, expected to feature a faster chip, is unlikely to significantly change consumer perception of the device.

The immersive video feature, which was heavily touted at the Vision Pro's launch, has not lived up to expectations. Apple has released only 27 pieces of content in the format, including highlights from the 2024 NBA All-Star Game and a limited selection of concerts. The content library is currently more of a marketing tool than a practical selling point for the Vision Pro.

Apple's conundrum lies in the fact that immersive video is the key feature that could drive sales and adoption of the Vision Pro. However, the slow sales of the current model make it financially unviable to invest heavily in content production. The company is at a standstill, with no clear path forward to increase sales in the near term.

Gurman's analysis suggests that Apple's best short-term play is to release more content for the Vision Pro, but this may only provide a brief marketing boost. The company's focus on AI and smart home products may overshadow the Vision Pro in the coming years, as Apple works on a pipeline of new products.

References:
[1] https://www.bloomberg.com/news/newsletters/2025-08-17/why-doesn-t-the-vision-pro-have-more-immersive-video-apple-is-slow-rolling-it-mefmwpb1