NEW LONG FORM VIDEO: The rise and fall of Apple Vision Pro Back in 2023, Apple CEO Tim Cook took the stage in Cupertino and announced what he called a new era of computing: spatial computing. Leading that vision was a $3,500 headset called the Apple Vision Pro. At first, the hype was massive. Preorders sold out in just 18 minutes, and early reviewers called it one of the most impressive pieces of consumer hardware ever made. It looked like Apple had done it again. But within a year, everything changed. Apple slashed the marketing budget by 95%, began dismantling the team behind the product, and reassigned the project’s leader to focus on something Apple had fallen behind on: artificial intelligence. In total, Apple spent around $20 billion developing a product that, it turns out, very few people actually wanted. So how did something that started with so much momentum fall apart so quickly? This is the rise and fall of the Apple Vision Pro.