The Financial Times hit an Apple news home run over the holiday season with claims the company has scaled back its Vision Pro marketing and production efforts. It’s possible this could reflect Apple’s decision to relocate vision Pro manufacturing to Vietnam , which would also mean shuttering production at existing Chinese factories. At the same time, despite slow sales and Apple’s decision to pull back on marketing, well-known Apple analyst Ming-Chi Kuo confirms the company still “views head-mounted devices as the next major trend in consumer electronics.” That means this is an intermission, rather than the end of the story, which itself suggests enterprise users should lean even more heavily into the tech over the next 12 months as Apple prepares its next big follow-up . The spatial time continuum Vision Pro is an enterprise product. Apple always described it as being for early adopters craving a taste of tomorrow’s tech today . In those terms, it has been a success; despite its $3,499 price tag, Apple has sold around 1 million of the devices, many to enterprise customers. CAE uses it for pilot training, Porche for product design, Visage Imaging for patient care. SAP recently told me it has deployed about 100 Vision Pro devices across the company, mainly for corporate functions. These wins represent the extent to which Apple has also defined the high-end of the market. You find it in use across executive teams, medical, design, training , and emergency services scenarios. I see its place in business environments as similar to the creative environments that were once the sole province of Macs. Like those Macs, these devices are highly effective in very specific ways — and also like the Mac, the viable use cases will extend over time. For Apple, the feedback so far has been quite positive. The product has proven its value in many enterprise scenarios, while high-end consumers seem to get a kick in using Vision Pro for entertainment, particularly for movies and sports. Apple’s biggest competitor, Meta, dominates the sector with a 50% to 80% market share . What’s in the way? Why isn’t Vision Pro selling more strongly? One word: price. Everyone seems to agree that Vision devices must become more affordable before the segment has any hope of gaining critical mass. That means Apple must reduce the cost of production; recent speculation says it’s working on several ways to do so: Making visionOS headsets that use Mac or iPhone processors to run . These would be particularly useful for business and education users. Developing smart glasses with lower-specced specs (?) that are lightweight and designed for augmented rather than spatial reality. Using lower cost materials in production . This could mean abandoning the lenticular display on the exterior of the device, or lower-resolution displays, or more use of lower cost materials; crucially, these compromises would aim to preserve most of the existing Vision Pro experience. Apple being Apple, this means while these descriptions might reflect its plans, what it actually comes up with will be far more nuanced than speculation. Tomorrow belongs to? Promises of jam tomorrow always sound good, but when can we expect Apple’s confectionery to set? Speculation over the last year points to 2027 , with a potential introduction at the end of this year. That leaves Apple free to focus on improvements across its core platforms, particularly AI integration, for the year ahead, even as it engages in its biggest product introduction season ever in preparation for the 20 th anniversary iPhone in 2027. It also means businesses have another 12 months to identify and explore critical business uses for spatial computing within enterprise platforms — and have an opportunity to divert any procurement budgets to support VisionOS initiatives they might have planned for 2026. Enterprises investing in preparation and optimized business practises today will have the most to gain as lower-cost systems appear. You can follow me on social media! Join me on BlueSky , LinkedIn , and Mastodon .