Apple slashes Vision Pro production and marketing due to weak sales

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Apple’s ambitious venture into spatial computing with the $3,499 Vision Pro headset has encountered significant obstacles. In response to disappointing sales, the company has drastically reduced its production and marketing efforts. Factors contributing to this decline include high prices, a limited app ecosystem, comfort concerns, and short battery life, all of which have hindered mass adoption. These challenges highlight the difficulties in transforming cutting-edge mixed-reality hardware into a mainstream success.

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Apple has taken steps to scale back its manufacturing and marketing efforts for the Vision Pro headset.

According to market research firm International Data Corporation (IDC), Apple’s Chinese manufacturing partner, Luxshare, halted production of its “spatial computing” device at the beginning of last year. Luxshare had shipped 390,000 units in 2024 during the Vision Pro’s launch.

In addition to production, Apple has significantly reduced its digital advertising spending for the headset. Market intelligence firm Sensor Tower reports that Apple has cut its spending by over 95% in the year to date in key markets such as the US and UK.

IDC predicts that Apple will ship only 45,000 new units of the Vision Pro in the final quarter of 2025, during the critical Christmas sales period.

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