Apple Engages with Vision Pro Owners

Apple asks Vision Pro owners to take a survey

19 Sep 2026

There has been concern among Apple Vision Pro owners about the platform’s future. But lately, I sense a change in mood.

There are understandable reasons for the concern. Reporters such as Mark Gurman frequently describe the Vision Pro as a sales flop. Gurman has also reported that John Ternus, Apple’s new CEO, has never supported the current Vision Pro. Apple has done very little marketing for the product.

In June, the executive overseeing Apple’s smart glasses and mixed reality headset division left. In August, Apple laid off about 100 employees working on the Vision Pro, including some working on Apple Immersive Video—one of the device’s most popular features. Even before the layoffs, Apple’s immersive video releases had slowed to a trickle. Three titles announced in a September 2025 press release still haven’t appeared.

Apple unveiled the Vision Pro on June 5, 2023, released it on February 2, 2024, and upgraded its chip from the M2 to the M5 in October 2025. More than three years after its unveiling, that speed bump remains its only hardware change.

But recent developments give me reason to be optimistic.

Over the last four weeks, Apple has shown Major League Baseball games in Apple Immersive Video, and by all accounts, Vision Pro owners have absolutely loved the experience. These follow a series of live NBA games presented in the format earlier this year. More third parties are also producing and distributing Apple Immersive Video.

And, critically, this week Apple emailed Vision Pro owners, inviting them to share their feedback through a survey.

I feel we are seeing the beginning of a significant new effort for the Vision platform.

Sports in Apple Immersive Video is emerging as a killer feature. It has broad consumer appeal and offers an experience traditional 2D broadcasts can’t match. Apple is also clearly investing in sports programming for Apple TV, so immersive sports fit into its broader strategy.

The Vision Pro has also emerged as the best way to watch movies, from Pixar films in 3D to IMAX presentations and even traditional 2D movies. Watching Star Wars: The Mandalorian and Grogu in 3D and IMAX Enhanced is nothing short of amazing. For me, no theater or other home viewing setup can match it.

Mac Virtual Display is another strong use case. A lighter headset with better optics could really drive adoption for work.

The current Vision Pro faces challenges, including its price and weight. But as we’ve seen in 2026 with the MacBook Neo and iPhone Duo, Apple still knows how to bring amazing hardware to market that excites large numbers of people.

We should see this first iteration of the Vision Pro as a pathfinder for spatial computing. This week’s survey suggests Apple is gathering feedback to help shape what comes next. I think the Vision platform has a very bright future.