Apple is 'Slow-Rolling' Vision Pro's Killer Feature, Creating a 'Conundrum' [Gurman]

A new report from Bloomberg's Mark Gurman highlights a significant challenge for Apple's Vision Pro headset: a slow rollout of immersive video content that is undercutting what he calls the device's most compelling feature. Gurman says that while the Vision Pro is held back by its high price, weight, and a lack of custom apps, immersive video is the one capability that could truly drive sales—but Apple is releasing it "drip by drip."

The problem, according to Gurman, is a conundrum for the company. The Vision Pro has seen slow sales since its launch, with Gurman estimating Apple has sold "well under 1 million units in the US." The tepid reception was even hinted at on a recent earnings call, where CEO Tim Cook seemed almost surprised by a question about the device. While the recent visionOS 26 update has been well received for its new widgets, and the device serves as an excellent virtual monitor for power users, Gurman argues there likely isn't a large market for a $3,500 monitor. This makes it difficult for Apple to justify a heavy investment in new immersive video content, which he sees as the headset's true killer feature.

Gurman points to several examples of the slow content release schedule. The Vision Pro is still featuring a highlight reel from the 2024 NBA All-Star Game, even though the 2025 game took place six months ago. The library of immersive series is also thin, with shows like "Wild Life" and "Adventure" having just a handful of episodes each, and others like "Elevated" and "Concert for One" having only a single installment.


The report clarifies that this isn't due to a lack of content, but a strategic decision. Apple has reportedly already filmed a large amount of immersive video but is releasing it slowly so it doesn't "drain its video reserve" while sales remain low. It's a difficult position for the company: immersive video is needed to drive sales, but poor sales make Apple hesitant to release the content it already has.

The hardware roadmap isn't offering a quick solution either. A modest update with a faster M4 chip is expected as early as this year, but a more significant redesign—a lighter and cheaper model—is reportedly not coming until 2027. That timeline aligns with a previously leaked roadmap for Apple's head-mounted devices.

To help fill the content gap, Apple is encouraging third-party production. The company recently launched a Mac app to help with immersive programming and has collaborated with Blackmagic on new cameras and editing software, with DaVinci Resolve adding a professional workflow for creating Apple Immersive Video. Still, Gurman notes that if Apple is unwilling to vigorously release content for its own device, it's unlikely third parties will pick up the slack.

In his newsletter, Gurman also touched on other company news, including the recent details of Apple's AI and smart home roadmaps and the return of blood-oxygen tracking to the Apple Watch in the U.S.


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