Apple Cuts Vision Pro Production Amid Poor Sales

Apple has reportedly reduced both the production and marketing of its much-hyped Vision Pro virtual reality headset, attributing the decision to disappointing sales.

Market research firm IDC estimates that Apple may only sell around 45,000 Vision Pro headsets in the final quarter of 2025, each retailing for an astonishing $3,499. This figure was highlighted in a report from the Financial Times.

While Apple does not disclose specific sales figures for the headset, these numbers contrast sharply with sales from other major products like the iPhone and MacBook, which consistently sell in the millions each quarter.

On a related note, Luxshare, Apple’s manufacturing partner in China, halted production of the Vision Pro early last year, citing a lack of demand.

The headset is available in 13 countries, but Apple hasn’t expanded its reach beyond this limited scope.

In addition to scaling back production, the company has reportedly cut its digital advertising budget for the Vision Pro by over 95% in essential markets, including the US and UK, since its launch, according to data from the research firm Sensor Tower.

These difficulties signify a significant setback for Apple CEO Tim Cook and his team, marking the company’s first major hardware launch in a decade.

Cook previously described the Vision Pro as a product that would herald a new era of personal computing.

Apple has been contacted for comment regarding these developments.

Upon its release in mid-2023, the Vision Pro received mixed feedback, with critiques focusing on its steep price, the absence of device-specific applications, limited battery life, and the overall heaviness of the headset.

Analyst Eric Woodring from Morgan Stanley pointed out potential reasons for the sluggish sales, noting that “cost, form factor, and the lack of a VisionOS native app are likely factors.”

In the meantime, Cook is also grappling with challenges surrounding the integration of artificial intelligence into Apple’s products.

Last year, the company had to delay an AI update for Siri due to various bugs and glitches, as well as overhauling its executive structure in an attempt to redirect its strategy.

The iPhone continues to be vital for Apple, contributing significantly to its record annual revenue of $416 billion in fiscal year 2025.

Despite these challenges with AI and the Vision Pro’s underwhelming sales performance, Apple’s stock price saw an increase of about 12% last year.