Apple is reportedly revising its Vision Pro production plans following disappointing holiday sales and emerging concerns about demand for the device. Several reports indicate that Apple has significantly scaled back both production and marketing efforts for the Vision Pro.
Sluggish Sales and Production Adjustments
According to a report by the Financial Times, Apple's Chinese manufacturing partner, Luxshare, halted production of the Vision Pro at the beginning of 2025. Data from the International Data Corporation (IDC) estimates that Apple shipped 390,000 units in 2024, the headset's launch year. However, the company anticipates only 45,000 units shipped in the fourth quarter of 2025, even with the holiday shopping season. These figures are a stark contrast to the millions of iPhones, iPads, and MacBooks that Apple sells each quarter.
Marketing Expenditure Cuts
Adding to the concerns, Apple has reportedly slashed its digital advertising spending for the Vision Pro by over 95% in key markets such as the U.S. and the U.K. This significant reduction in marketing expenditure signals a shift in focus away from the $3,499 headset.
Reasons for Disappointing Demand
Analysts suggest several factors have contributed to the weaker-than-expected demand. The high price tag of $3,499 is a major barrier for many consumers. Other criticisms include the headset's bulky design, discomfort during extended use, relatively low battery life, and a limited selection of compelling apps. Morgan Stanley's tech analyst Erik Woodring, stated that the cost, form factor, and lack of VisionOS native apps are the reasons why the Vision Pro never sold broadly.
Apple's Response and Future Plans
In October 2025, Apple released an upgraded M5 version of the Vision Pro with extended battery life and a new headband design to address some of the performance and comfort issues. However, these improvements have not been enough to significantly boost sales.
Looking ahead, Apple is expected to roll out a cheaper, lower-specification version of the Vision Pro this year to increase adoption. However, some reports indicate that Apple has paused its plans for the next iteration of virtual reality in favor of wearable AI devices.
Broader VR Market Trends
The challenges faced by the Vision Pro reflect broader issues within the virtual reality market. According to Counterpoint Research, global VR headset shipments declined 14% year-on-year. Meta's Quest headsets dominate the market with around 80% of sales, despite being less technologically advanced but significantly cheaper than the Vision Pro.
Vision Pro: A Niche Product or a Commercial Flop?
Despite the disappointing sales figures, some observers argue that shipment numbers alone may not fully capture Apple's intentions for the product. Apple has consistently positioned the 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.
