Apple Scales Back Vision Pro Amid Sluggish Sales
▼ Summary
– Apple has significantly scaled back Vision Pro production and marketing, with manufacturing halted in early 2025 and digital ad spending cut by over 95%.
– Market research expects very low shipments of just 45,000 new Vision Pro units in Q4 2025, a stark contrast to Apple’s millions of other device sales per quarter.
– Analysts cite the device’s high cost, uncomfortable design, and lack of native apps as key reasons for its failure to achieve broad consumer adoption.
– Apple attempted to address criticisms with an upgraded M5 model in late 2025 and is expected to release a cheaper version, but the overall VR headset market is declining.
– The Vision Pro has struggled with a classic platform dilemma: it lacks enough apps to attract users and enough users to attract app developers, though it has found some enterprise use.
Apple has significantly reduced its manufacturing and promotional activities for the Vision Pro headset, marking a notable setback for the company as it struggles to attract mainstream consumer interest in its high-end spatial computing device. This strategic pullback reflects muted consumer demand for a product that was seen as a critical test of Apple’s ability to innovate and drive growth beyond its core iPhone business. According to market research, production by Apple’s Chinese partner Luxshare was halted early last year following the shipment of 390,000 units during the device’s 2024 launch period.
Further evidence of the retreat comes from advertising data, which shows a reduction of over 95 percent in digital ad spending for the headset in key markets like the United States and the United Kingdom so far this year. Apple has not publicly disclosed sales figures for the Vision Pro, which carries a starting price of $3,499. However, industry projections indicate a stark picture: analysts expect Apple to ship a mere 45,000 new units in the final quarter of 2025, a period that includes the vital holiday shopping season. This volume is a fraction of the millions of iPhones, iPads, and MacBooks the company sells each quarter.
Several factors are cited for the device’s limited appeal. “We can say the cost, form factor, and the lack of VisionOS native apps are the reasons why the Vision Pro never sold broadly,” explained Morgan Stanley analyst Erik Woodring. Common criticisms from reviewers have included the headset’s weight, discomfort during extended use, and relatively short battery life. In response to some feedback, Apple released an upgraded M5 chip version last October, offering improved performance, longer battery life, and a redesigned headband. The company is also anticipated to introduce a more affordable, lower-specification model later this year.
The challenge extends beyond Apple, as the broader virtual and augmented reality headset market has also contracted. Recent data indicates the overall market declined by 14 percent year-over-year. Meta’s Quest headsets, which start at a much lower price point of around $370, dominate roughly 80 percent of this shrinking market, though they are considered less technically advanced. Meta has similarly cut back on digital marketing for its VR devices over the past twelve months.
A central issue for Apple appears to be a classic platform dilemma: attracting a user base large enough to incentivize developers without a robust library of apps to draw users in the first place. While Apple states that 3,000 applications are designed specifically for the Vision Pro, this pales in comparison to the tens of thousands of apps available for the iPhone within a year of the App Store’s launch. Analysts note this figure likely includes niche, industry-specific software. The device has found some practical application in enterprise and professional settings, such as for pilot training and surgical simulations, but has failed to achieve widespread consumer adoption. Apple declined to provide comment on these developments.
(Source: Financial Times)
