Apple Vision Pro has never really had a technology problem.
It has had a $3,699 reason-to-own-one problem.
The headset remains one of the most technically impressive consumer products Apple has ever built, with extraordinary displays, convincing passthrough video, Spatial Audio and the ability to turn a hotel room or airplane seat into something resembling a private movie theater. But almost three years after Apple first unveiled Vision Pro, I know exactly one person who bought one.
He returned it.
That anecdote obviously isn’t market research, but the actual market research isn’t particularly comforting for Cupertino either. Apple does not disclose Vision Pro unit sales, but IDC estimated that Apple shipped roughly 400,000 units during 2024. Counterpoint subsequently reported that Vision Pro shipments fell 43% sequentially during the fourth quarter of that year. The Financial Times reported an IDC estimate of only around 45,000 Vision Pro shipments during Q4 2025.
For comparison, Meta shipped roughly 5.6 million headsets during 2024, according to IDC data cited by The Verge. Vision Pro is also no longer a $3,499 proposition: Apple’s U.S. online store currently lists the M5 version starting at $3,699.
So what does Apple do now?
Apparently, it takes you out to the ballgame.
Baseball Is Going Immersive
Beginning August 28, Apple will stream Friday Night Baseball live in Apple Immersive for Vision Pro owners for the first time. The initial game is Red Sox versus Yankees, presented in stereoscopic 3D video recorded in 8K with a 180-degree field of view.
This isn’t simply the normal Apple TV baseball feed floating on an enormous virtual screen.
Apple is producing the immersive version with dedicated camera positions, separate commentary, dedicated replays and graphics that appear within the viewer’s space. Ambisonic microphones will capture the stadium for Spatial Audio, while cameras are intended to place viewers close to the batter, dugouts, outfield wall and other positions around the field.
Both the original M2 Vision Pro and current M5 model are supported. An active Apple TV subscription is required, which currently costs $12.99 per month in the U.S. Live immersive baseball will initially be available in Australia, Canada, Germany, Hong Kong, Japan, South Korea, Taiwan, the U.K. and U.S.
Apple says live Friday Night Baseball in Immersive will become a weekly experience after the first game. Its September schedule includes stars such as Bryce Harper, Fernando Tatís Jr. and Shohei Ohtani, although Apple has not specifically identified every individual matchup that will receive the full Immersive treatment.
Watching Ohtani turn on a 98 mph fastball from a position that feels like you’re sitting somewhere behind the plate sounds extremely cool.
But is it $3,699 cool?
That’s the problem Apple still has to solve.
Vision Pro Needs Something Your Television Cannot Do
Apple already says Vision Pro has access to more than one million compatible apps, including more than 3,000 built specifically for visionOS, hundreds of 3D movies and an expanding library of Apple Immersive programming. Yet those numbers have not translated into mass consumer adoption.
Because consumers don’t buy platforms because someone tells them they support a million apps.
They buy them because one or two experiences become indispensable.
The iPod had your music library. The iPhone combined the internet, communications and apps in your pocket. Apple Watch eventually found its footing around fitness and health.
Vision Pro still needs its answer.
Live sports might be the strongest one Apple has found.
Sports are recurring rather than something you experience for 20 minutes during an Apple Store demonstration. Fans have emotional connections to teams and players. More importantly, properly produced immersive sports can potentially deliver something fundamentally different from watching the same Yankees game on an 85-inch Mini-LED television.
Baseball is also unusually suited to the experiment. The field is enormous, the action repeatedly concentrates around predictable locations, and the pauses between pitches give viewers time to look around rather than desperately trying to follow a puck moving at highway speeds.
If Apple can make viewers feel as though they are standing beside the Yankees dugout or sitting somewhere they could never afford to sit at Yankee Stadium, Vision Pro suddenly becomes more than an extremely expensive screen strapped to your face.
But Sports Alone Won’t Fix Vision Pro
There is still an enormous obstacle hanging over all of this.
Price.
A baseball fan can buy an excellent 77-inch OLED television for considerably less than a Vision Pro. Families can watch that television together. Nobody has to wear a computer on their face for three hours, and when Aaron Judge hits one into the second deck, everyone in the room gets to see it.
Vision Pro remains fundamentally solitary hardware in a medium — sports — that is often communal.
The broader XR market isn’t exactly exploding either. Counterpoint says global VR headset shipments fell 17% year over year in Q1 2026, while lighter AR smart glasses are growing much faster.
That suggests immersive baseball probably isn’t going to turn Vision Pro into the next iPhone.
But perhaps that is no longer the immediate objective.
Apple needs experiences compelling enough to keep developers interested, convince existing owners to keep using the hardware and give curious consumers a reason to walk into an Apple Store and actually try one. Live baseball, followed by more basketball and other immersive sports, can help Apple demonstrate what spatial computing does better than televisions, phones and tablets.
Our initial coverage of Vision Pro asked back in 2023 whether consumers would bite at $3,499.
Three years later, the available sales evidence suggests the answer has largely been no.
Live 8K baseball won’t solve the price problem.
But watching a 450-foot home run land somewhere over your virtual shoulder might finally explain what Apple has been trying to sell us.
For more information: apple.com/apple-vision-pro/
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