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Apple MR headset sales slump; AR glasses seen as next bet

Apple’s Vision Pro mixed-reality headset is showing weaker-than-expected performance, fueling speculation that the company’s spatial computing strategy is shifting toward smart glasses and AR eyewear. Reports citing Financial Times and IDC data show shipments fell sharply in late 2025. Production and marketing retrenchment has also been reported, alongside a major cut in digital ads. Apple is said to be reallocating staff to smart glasses development, with AR glasses seen as a longer-term goal.