Published December 29, 2025
This really isn’t about the glasses as much as about media hyperventilation and sometimes forecasts. Analyst Dan Ives is a frequent traveler on the Internet and on the tube and generally features very picturesque and colorful language. But here is a good example of why, when I say I don’t spend any time watching the tube for investment ideas, I really mean it.
I want you to pretend you were reading all of this below in 2023. And the question, what would you have done about it?
Dan Ives commented extensively on the Apple Vision Pro at launch. When Apple announced it at WWDC in June 2023, he was notably bullish, describing it as “almost an iPhone moment” Yahoo Finance in terms of its long-term potential.
His key points at announcement included:
He saw it as a “historical moment” representing Apple’s first real push into AI Yahoo Finance
Called it a “revolutionary product” CBC even though he expected only 150,000 units sold in the first year
Forecast future versions would have form factors resembling sunglasses Yahoo Finance
When the Vision Pro actually launched in February 2024, Ives upgraded his forecasts. He increased his sales estimate from 460,000 to over 600,000 units for 2024 and expected over one million units in 2025. He maintained his “Outperform” rating and viewed it as the foundation for Apple building out a generative AI-driven app ecosystem with thousands of use cases across health, fitness, sports content, and other areas.
Ives characterized customer appeal as “surprising” given the $3,500 price point and saw it as a potential “game changer” for Apple’s long-term strategy.
According to research firm IDC, Apple stopped production of the Vision Pro Glasses in 2025.
