Apple Slashes Vision Pro Production as Sales Fall Short

Apple’s ambitious push into spatial computing appears to be losing steam, with new reporting suggesting the refreshed Vision Pro is struggling to gain traction with consumers.

According to a report from the Financial Times, Apple has significantly scaled back both production and marketing of the Vision Pro headset following weak sales. Apple’s manufacturing partner, Luxshare, reportedly halted production of the original device at the start of 2024, after shipping roughly 390,000 units globally throughout 2024 during the product’s launch window. For comparison, Apple routinely sells millions of iPhones, iPads, and Macs every quarter.

Marketing efforts have also been slashed. Data from Sensor Tower cited in the report indicates Apple reduced digital advertising spending for Vision Pro by more than 95% during 2025 in major markets like the U.S. and U.K. Apple has never disclosed official Vision Pro sales figures, but the International Data Corporation (IDC) now expects the company to ship just 45,000 additional units in the final quarter of 2025, a critical holiday sales period.

The Vision Pro launched at a steep $4,999 CAD ($3,499 USD) price point in 2024. While Apple refreshed the headset in October with an upgraded M5 chip, improved battery life, and a redesigned headband, its price remained the same, and reviews largely agreed it was still too expensive for most buyers. Critics have also pointed to comfort issues, limited battery life, and a lack of compelling visionOS-native apps as major barriers to adoption.

Apple says there are around 3,000 apps designed specifically for Vision Pro, but that number pales in comparison to the tens of thousands of apps that flooded the App Store within a year of the iPhone’s debut. Analysts have described this as a familiar chicken-and-egg problem: not enough users to attract developers, and not enough apps to attract users. While Vision Pro has found some success in enterprise use cases like pilot training and medical applications, it has yet to resonate as a mainstream consumer product.

Despite the slowdown, Apple continues to court developers and is widely expected to introduce a cheaper, lower-spec Vision headset as early as this year in an effort to broaden the form factor’s appeal. Whether that will be enough to revive interest remains to be seen.