Apple has scaled back manufacturing and marketing for its Vision Pro headset, facing a rare flop in consumer interest for the spatial computing device. The move signals subdued demand for a product positioned as a key test of innovation beyond the iPhone. Analysts cite high cost, discomfort, and limited apps as main reasons.
Apple, the $4 trillion tech giant, has cut back on manufacturing and marketing efforts for the Vision Pro following underwhelming sales. Its Chinese manufacturing partner Luxshare halted production of the spatial computing device early last year, shipping 390,000 units in 2024 during launch, according to the International Data Corporation (IDC). The company also slashed digital advertising spending by over 95% year-to-date in markets like the US and UK, per Sensor Tower.
Apple has not disclosed Vision Pro sales figures. However, IDC forecasts just 45,000 new units shipped in Q4 2025, a critical holiday period, compared to millions of iPhones, iPads, and MacBooks sold quarterly. The device, starting at $3,499, is sold directly in 13 countries without 2025 international expansion.
"We can say that the cost, form factor, and lack of native apps for VisionOS are the reasons why the Vision Pro never sold widely," said Erik Woodring, Morgan Stanley analyst. Critics note the headset is heavy and uncomfortable for extended use, with short battery life. In October, Apple released an updated M5 version with a more powerful chip, extended battery, and new headband design to address these issues. A cheaper, lower-spec version is expected this year.
The overall VR headset market declined 14% year-over-year, per Counterpoint Research, with Meta's Quest holding 80% share starting at around $370, though with less advanced features. Meta also cut marketing for its VR gadget. Apple grapples with the chicken-and-egg problem of user adoption without enough apps to lure developers, boasting only 3,000 Vision Pro-specific apps – including sector-specific ones, says Appfigures. The device sees progress in enterprise uses like pilot training and surgeries. Apple declined to comment.
