The Apple Vision Pro was all the rage when it launched earlier this year, but a new report suggests that the headset is losing momentum among consumers and is struggling to remain relevant in the daily lives of its owners.

Apple analyst Ming-Chi Kuo reports that Apple has reduced shipments from 700-800,000 units to just 400-450,000, further confirming that the Apple Vision Pro is losing popularity.

According to another report by Bloomberg's Mark Gurman, sales of the Apple Vision Pro have dropped from "a few units a day to a handful a week" at several Apple retail stores. Gurman cites firsthand accounts from these retailers.

Gurman added that even demos of the Vision Pro are down, and Apple is trying to respond to the apparent slowdown with extra aggressive marketing to further stimulate consumer interest.

Garman limited himself to describing the severity of the problem and did not mention how concerned Apple executives are, but he warned that even those who have purchased the Vision Pro have noticed that they are using the headset less often than when it was launched in February.

Apple's Vision Pro dominated headlines when it launched earlier this year, in part due to its mixed reality capabilities and hefty $3,500 price tag. While it received generally positive reviews from users, many wondered if the app ecosystem could keep up and if people would want to wear the headset every day to watch movies, work, and make FaceTime calls.

To make matters worse, visionOS, the Vision Pro's operating system, suffered from many glitches and bugs early in its life cycle. Apple has since fixed these problems and introduced the long-awaited Spatial Personas feature that allows users to make FaceTime calls as if they were in the same room, but it seems to have done little to address the sales problems.

Ultimately, the question arises as to why Vision Pro is suffering from poor sales. With such a high sticker price, it is possible that only early adopters willing to spend thousands of dollars on a first-generation product decide to purchase the device, while other consumers are waiting for a price drop.

It is also possible that the Vision Pro faces the same fate as many other virtual reality and mixed reality headsets that serve a purpose but fail to attract a broad audience interested in general daily use.

Of course, only Apple knows for sure what is going on and how it intends to address this issue. And as usual, Apple has not mentioned what its plans are for Vision Pro. But if Gurman's report is accurate, some alarm bells are ringing in Cupertino and will need to be addressed ASAP.