Updated information indicates that Apple significantly cut its marketing budget for Vision Pro last year.
Although still selling a large number of iPhones, iPads and laptops every quarter, analysts believe Vision Pro sales are slowing down.
Apple did not disclose official sales figures, but market research company International Data Corporation (IDC) estimates that the company only sold about 45,000 devices in the last quarter of last year.
Meanwhile, Counterpoint Research forecasts that global virtual reality glasses sales will decrease by 14% this year.
However, Apple is said to be launching a cheaper Vision Pro version later this year, but the focus is currently shifting to wearable devices integrated with artificial intelligence (AI).
Some sources in the technology world said that Apple has temporarily suspended plans to develop the next generation of virtual reality glasses to prioritize wearable AI devices.
Mark Zuckerberg's Meta is also predicted to narrow the ambition for a "virtual universe" (metaverse), including the Quest virtual reality glasses line.
Meta confirmed last month that the company is "shifting part of the investment from metaverse to AI glasses and other wearable devices".
Apple declined to comment on the information that the company is shrinking its virtual reality glasses segment. If confirmed, the reduction of Vision Pro will be one of the few commercial failures of Apple.
Previously, when launching Vision Pro in 2023, Apple expected the device that allowed users to interact with applications using eye movements to achieve similar success to Mac or iPhone.
