Apple Consolidating Vision Pro Demo Areas in Stores Amid Rumors of Slowing Sales and Reduced Production

Apple is planning to consolidate the retail space dedicated to the Apple Vision Pro headset in some of its store locations, Bloomberg's Mark Gurman said today.

Apple Vision Pro Dual Loop Band Teal Feature
Most stores have two tables dedicated to the ‌Apple Vision Pro‌, one for display units and one for customer demos. Apple is planning to move both the demo and display sections to a single table, using the extra space to display the new M4 Mac models.

Gurman says that Apple is piloting this new store arrangement, and that the change will only be coming to some locations at this time.

Apple's plan to dedicate less retail space to the Vision Pro comes just two weeks after The Information said that Apple had reduced Vision Pro production and could stop making the device entirely by the end of 2024. Some factories cut production of Vision Pro components as early as May based on poor sales forecasts.

Estimates suggest that Apple will sell fewer than 500,000 Vision Pro headsets this year, even as the rollout of the device expands to additional countries. Apple suppliers have already produced enough components to manufacture between 500,000 and 600,000 headsets, so Apple does not need additional supply.

Apple analyst Ming-Chi Kuo believes Apple will iterate on the Vision Pro as soon as 2025, introducing a new headset with a faster M5 chip. Apple is also developing a more affordable version of the Vision Pro, but rumors are mixed on when it might come out.

In a recent interview, Apple CEO Tim Cook said that the Vision Pro is "not a mass-market product" because of its high price, and is instead aimed at early adopters, or "people who want to have tomorrow's technology today."

Related Roundup: Apple Vision Pro
Buyer's Guide: Vision Pro (Neutral)
Related Forum: Apple Vision Pro

Popular Stories

iPhone 17 Pro Blue Feature Tighter Crop

iPhone 17 Pro Launching in Three Months With These 12 New Features

Saturday June 14, 2025 5:45 pm PDT by
The iPhone 17 Pro and iPhone 17 Pro Max are three months away, and there are plenty of rumors about the devices. Below, we recap key changes rumored for the iPhone 17 Pro models as of June 2025:Aluminum frame: iPhone 17 Pro models are rumored to have an aluminum frame, whereas the iPhone 15 Pro and iPhone 16 Pro models have a titanium frame, and the iPhone X through iPhone 14 Pro have a...
iPadOS 26 App Windowing

Apple Explains Why iPads Don't Just Run macOS

Friday June 13, 2025 7:46 am PDT by
iPadOS 26 allows iPads to function much more like Macs, with a new app windowing system, a swipe-down menu bar at the top of the screen, and more. However, Apple has stopped short of allowing iPads to run macOS, and it has now explained why. In an interview this week with Swiss tech journalist Rafael Zeier, Apple's software engineering chief Craig Federighi said that iPadOS 26's new Mac-like ...
iphone 16 pro models 1

17 Reasons to Wait for the iPhone 17

Thursday June 12, 2025 8:58 am PDT by
Apple's iPhone development roadmap runs several years into the future and the company is continually working with suppliers on several successive iPhone models simultaneously, which is why we often get rumored features months ahead of launch. The iPhone 17 series is no different, and we already have a good idea of what to expect from Apple's 2025 smartphone lineup. If you skipped the iPhone...
Logitech Logo Feature

Logitech Announces Two New Accessories for WWDC

Friday June 13, 2025 7:22 am PDT by
Alongside WWDC this week, Logitech announced notable new accessories for the iPad and Apple Vision Pro. The Logitech Muse is a spatially-tracked stylus developed for use with the Apple Vision Pro. Introduced during the WWDC 2025 keynote address, Muse is intended to support the next generation of spatial computing workflows enabled by visionOS 26. The device incorporates six degrees of...
iOS 26 Screens

Here Are All the iOS 26 Features That Require iPhone 15 Pro or Newer

Thursday June 12, 2025 4:53 am PDT by
With iOS 26, Apple has introduced some major changes to the iPhone experience, headlined by the new Liquid Glass redesign that's available across all compatible devices. However, several of the update's features are exclusive to iPhone 15 Pro and iPhone 16 models, since they rely on Apple Intelligence. The following features are powered by on-device large language models and machine...
CarPlay Liquid Glass Dark

Apple to Let iPhone Users Watch Videos on CarPlay Screen While Parked

Thursday June 12, 2025 6:16 am PDT by
Apple this week announced that iPhone users will soon be able to watch videos right on the CarPlay screen in supported vehicles. iPhone users will be able to wirelessly stream videos to the CarPlay screen using AirPlay, according to Apple. For safety reasons, video playback will only be available when the vehicle is parked, to prevent distracted driving. The connected iPhone will be able to...
iOS 26 on Three iPhones

Hate iOS 26's Liquid Glass Design? Here's How to Tone It Down

Wednesday June 11, 2025 4:22 pm PDT by
iOS 26 features a whole new design material that Apple calls Liquid Glass, with a focus on transparency that lets the content on your display shine through the controls. If you're not a fan of the look, or are having trouble with readability, there is a step that you can take to make things more opaque without entirely losing out on the new look. Apple has multiple Accessibility options that ...
Mac Studio Feature

Apple Begins Selling Refurbished Mac Studio With M4 Max and M3 Ultra Chips at a Discount

Thursday June 12, 2025 10:14 am PDT by
Apple today added Mac Studio models with M4 Max and M3 Ultra chips to its online certified refurbished store in the United States, Canada, Japan, Singapore, and many European countries, for the first time since they were released in March. As usual for refurbished Macs, prices are discounted by approximately 15% compared to the equivalent new models on Apple's online store. Note that Apple's ...
iOS 26 Feature

Apple Seeds Revised iOS 26 Developer Beta to Fix Battery Issue

Friday June 13, 2025 10:15 am PDT by
Apple today provided developers with a revised version of the first iOS 26 beta for testing purposes. The update is only available for the iPhone 15 and iPhone 16 models, so if you're running iOS 26 on an iPhone 14 or earlier, you won't see the revised beta. Registered developers can download the new beta software through the Settings app on each device. The revised beta addresses an...

Top Rated Comments

dontwalkhand Avatar
8 months ago

If apple can bring down the price the "Apple Vision" Or the "Apple Vision Pro 2" should be a much better selling device. Looks like the software improvements are well improving. Apple really needs to team up with someone to make killer games, maybe not exclusive but that could help.
Price is only a part of it. I hate to say this but the majority of people don't want to strap goggles to their face, at any price. See: All of the affordable Quest headsets.
Score: 19 Votes (Like | Disagree)
dasmb Avatar
8 months ago
Apple: *makes slight change to retail space arrangement*

Macrumors: Could this make the Vision Pro look like a failure? Quick, put it on the front page!
Score: 15 Votes (Like | Disagree)
cateye Avatar
8 months ago

Macrumors: Could this make the Vision Pro look like a failure? Quick, put it on the front page!
Yes, the chart-busting, crowd-gathering cultural and business phenom that is the AVP can't and won't be slowed by MacRumors' ham-fisted, mustache-twirling antics. NOT TODAY, SATAN!
Score: 14 Votes (Like | Disagree)
mattopotamus Avatar
8 months ago

If apple can bring down the price the "Apple Vision" Or the "Apple Vision Pro 2" should be a much better selling device. Looks like the software improvements are well improving. Apple really needs to team up with someone to make killer games, maybe not exclusive but that could help.
"bring the price down" would have to be sub $1k. At the end of the day, it is a fun device for most people and leaves you quickly wondering if the cost justifies the use case.
Score: 8 Votes (Like | Disagree)
WarmWinterHat Avatar
8 months ago
I asked a staff at our local store a few weeks back how often people were doing the demos and she said maybe one or two per week at most.

Was curious as there as no one paying any attention to them, and the store was fairly busy.
Score: 6 Votes (Like | Disagree)
Royksöpp Avatar
8 months ago
The death bell rings! ??
Score: 6 Votes (Like | Disagree)