Apple is reportedly ending production of Vision Pro – is VR and AR's time in the home theater spotlight already over?

New reports suggest Apple could stop production of its Vision Pro mixed reality headset by the end of the year due to weak sales. The virtual and augmented reality headset, which allows users to create a private 100-foot cinema screen, reportedly received a lukewarm response and disappointing sales due to its high price and limited content offering.

Although the Vision Pro – which retails for £3,499 / $3,499 / AU$5,999 – only launched outside the US earlier this year, it was touted as a revolutionary project in Apple's product portfolio when it was announced in 2023 gratefully piqued our interest for its immersive movie-watching capabilities. It was expected to provide a more intense sense of immersion in the movie-going experience while also functioning as a private home theater that could be taken on the go. Its micro-OLED displays (one for each eye) are also suitable for watching films, while spatial audio via AirPods is intended to round out the immersive package in terms of cinematic sound.