What's happened
Apple's 2026 plans include a foldable iPhone and AI upgrades, but sales of its Vision Pro headset have been sluggish. The company delays AI updates and faces mixed reactions to new products, highlighting hurdles in innovation and market acceptance.
What's behind the headline?
Apple’s 2026 trajectory reveals a company grappling with innovation hurdles. The anticipated foldable iPhone, expected to retail over $2,000, could catalyze growth in a niche market, similar to how Apple transformed the smartwatch sector. However, the sluggish sales of the Vision Pro headset, with only an estimated 45,000 units sold in Q4 2025, expose the risks of high-priced, niche hardware. Critics cite the device’s weight, limited app ecosystem, and high cost as key barriers. Meanwhile, delays in AI updates and leadership reshuffles suggest internal struggles to integrate AI effectively. Apple’s focus on AI-enabled devices and a more affordable MacBook indicates a strategic pivot away from risky hardware ventures toward software and wearable AI, aligning with broader industry shifts. The company’s reliance on iPhone sales remains its backbone, but these setbacks highlight the need for innovation that resonates with consumers. The next year will determine whether Apple can turn these challenges into opportunities or face further market erosion.
What the papers say
Business Insider UK reports that Apple plans to release a foldable iPhone in 2026, expected to cost over $2,000, which could help Apple lead growth in the foldable market despite current small adoption. The article also notes delays in AI updates and challenges with Apple’s AI ambitions, citing analyst Dipanjan Chatterjee. The NY Post highlights the Vision Pro’s poor sales, estimating only 45,000 units sold in Q4 2025, with Apple halting production in China due to low demand. It emphasizes the headset’s high price, limited app ecosystem, and consumer discomfort as key issues. The Guardian echoes these points, comparing Vision Pro’s struggles to Google Glass and noting Apple’s shift toward AI devices and a cheaper version of Vision Pro. Both sources agree that the device’s niche appeal and high costs have hampered its success, and industry shifts toward AI and wearables are now the focus for Apple and competitors like Meta.
How we got here
Apple has historically announced major products at its developer conference and fall events. In 2026, it aims to introduce a foldable iPhone and upgrade its AI, Apple Intelligence. The Vision Pro headset, launched in 2023, has underperformed, with low sales and limited consumer interest, reflecting challenges in new hardware innovation.
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Timothy Donald Cook is an American business executive, philanthropist and industrial engineer. Cook is the chief executive officer of Apple Inc., and previously served as the company's chief operating officer under its cofounder Steve Jobs.
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Apple Inc. is an American multinational technology company headquartered in Cupertino, California, that designs, develops, and sells consumer electronics, computer software, and online services.