Apple Cuts Vision Pro Production and Marketing as Sales Disappoint [Report]

Apple has significantly scaled back manufacturing and advertising for the Vision Pro following a period of weak consumer demand. According to a new report from the Financial Times, manufacturing partner Luxshare halted production of the headset at the start of last year. Data from IDC indicates the company shipped 390,000 units during the device's launch year in 2024, but demand has cooled since then. The research group expects Apple to ship just 45,000 units in the final quarter of 2025.



Marketing efforts have seen a similar decline. Data from Sensor Tower shows that Apple reduced digital advertising spend for the device by more than 95 percent year-to-date in key markets like the U.S. and U.K.


Analysts point to the $3,499 price tag, the bulky design, and a lack of compelling apps as the main reasons buyers are staying away. Apple tried to fix some of the performance and comfort complaints in October by launching an updated Vision Pro with the M5 chip and a new Dual Knit Band. Even with those changes, the headset hasn't broken out of its niche. Sales numbers are still a fraction of the millions of iPhones and Macs the company moves every quarter.

Some observers argue that shipment figures alone may not fully capture Apple's intentions for the product. With a starting price of $3,499, even relatively modest unit sales translate into significant revenue, and Apple has consistently positioned Vision Pro as an early-adopter device rather than a mass-market product. The company has also not disclosed its internal success metrics, making it difficult to determine whether current sales trends fall short of Apple's original expectations.

The report mentions that a lower-cost model is still on the table for this year, though Apple's long-term plans seem to be shifting. Other recent reports indicated the company had shelved the cheaper headset to focus resources on smart glasses. Additionally, manufacturing for the current model recently shifted from China to Vietnam, signaling ongoing adjustments to the supply chain.

Apple currently lists about 3,000 apps designed specifically for visionOS. However, market intelligence from Appfigures suggests a portion of these are industry-specific tools used for enterprise tasks such as surgery or pilot training rather than consumer entertainment.


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