According to media reports, Apple has scaled back production and marketing efforts surrounding its Vision Pro headset, a rare instance where the $4 trillion tech giant has failed to attract consumers to purchase the new device.
Market research firm International Data Corporation (IDC) stated that the company's Chinese manufacturer, Luxshare Precision, halted production of its "spatial computing" device early last year, with shipments reaching 390,000 units during the Vision Pro's launch period in 2024. Data from market research firm Sensor Tower shows that Apple has also significantly reduced digital advertising spending for the headset, with ad expenditure in markets like the US and UK plummeting by over 95% year-to-date. These actions signal weak consumer demand for the product.
The device is seen as a major test of Apple's ability to continue innovating and finding growth beyond the iPhone, which accounts for approximately half of Apple's total revenue. Apple has not disclosed sales figures for the Vision Pro, which starts at $3,499. However, IDC forecasts that Apple will ship only 45,000 new Vision Pro units in the crucial Christmas sales period of the final quarter of 2025. In contrast, Apple sells millions of iPhones, iPads, and MacBooks every quarter. While Apple sells the device directly in 13 countries, it did not expand its international market rollout plans for 2025.
Morgan Stanley analyst Erik Woodring commented, "Arguably, the high cost, the form factor, and the lack of native VisionOS applications are reasons why the Vision Pro has not achieved widespread sales." Critics have pointed out that the Vision Pro headset is too heavy, uncomfortable for extended wear, and has relatively low battery life.
